Image feedback effects of brand extensions: Evidence from a longitudinal field study |
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Authors: | Franziska Völckner Henrik Sattler Gwen Kaufmann |
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Institution: | (1) Department of Marketing and Brand Management, University of Cologne, Albertus-Magnus-Platz, 50923 Cologne, Germany;(2) Institute of Marketing and Media, University of Hamburg, Von-Melle-Park 5, 20146 Hamburg, Germany;(3) Harris Interactive AG, Beim Strohhause 31, 20097 Hamburg, Germany |
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Abstract: | This paper examines the issue of image feedback effects and potential drivers of these effects by analyzing real-world extensions
that have been introduced successfully in the market, using a longitudinal field study. Within the context of typical FMCG
extensions, the authors find strong evidence that even for successful extensions, negative image feedback effects can occur,
particularly when the perceived quality of the extension fails to meet the quality level of the parent brand. Strong brands
tend to be more vulnerable to negative image feedback effects because consumers have a higher reference level for their extensions
than for those of weaker brands. The likelihood of negative feedback effects decreases as the level of perceived fit and consumers’
perceptions of the general extendibility of the parent brand increases. But managers cannot, at least in the short run, mitigate
negative image feedback effects through increased advertising support. Finally, the findings demonstrate that the feedback
effects of a new extension product on parent brand image diminish over time.
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Keywords: | Brand extensions Image feedback effects Brand name dilution |
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