The Effects of Experience with Brand Extensions on Parent Brand Knowledge

The influence of brand extensions on the parent brand is important to understand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on beliefs about brand extensions not beliefs about the parent brand. We explore th...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2000-07, Vol.49 (1), p.47-55
Main Author: Sheinin, Daniel A
Format: Article
Language:English
Subjects:
Beverage industry
Brand loyalty
Brand names
Consumer attitudes
Consumer behavior
Hypotheses
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The influence of brand extensions on the parent brand is important to understand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on beliefs about brand extensions not beliefs about the parent brand. We explore the influence of direct experience with a brand extension on consumers' knowledge about parent brands that differ in familiarity. We find differences in beliefs about unfamiliar parent brands between a positive and negative experience but no differences in beliefs about familiar parent brands. Similarly, after experience with a brand extension, consumers changed their beliefs about and attitude toward unfamiliar parent brands more so than with familiar parent brands. We discuss theoretical and managerial implications, limitations, and future research directions.
ISSN:0148-2963
1873-7978
DOI:10.1016/S0148-2963(98)00116-7