The Magnitude of Transfer of Image and Performance Associations to Similar and Dissimilar Extensions

This research examines how the type of brand associations (unique/non-unique, image/performance) affects the magnitude of transfer from an established parent brand to a newly launched extension, whether similar or dissimilar. Research on brand extension has addressed the notion of extension similarity showing that dissimilar extension may be evaluated differently than similar ones without specifying how magnitude of transfer between the parent brand and the extension is affected by image and performance based associations and the fact they are unique or non-unique to the parent brand. The paper suggests that transfer of brand associations to an extension is more automatic for image associations than for performance related associations because of a different categorization process.

Citation:

Jean Boisvert (2008) ,"The Magnitude of Transfer of Image and Performance Associations to Similar and Dissimilar Extensions", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 139-141.