DOES BRAND EXTENSION IMPACT PARENT BRAND: A CASE OF JOHNSON, UK

Muhammad Shakil Ahmad, Ehtesham ul Mujeeb and Amir Rajput
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Amir Rajput: COMSATS Institute of Information Technology, Pakistan

Management and Marketing Journal, 2011, vol. IX, issue 1, 53-66

Abstract: Purpose of study: The main purpose of this study is to check the impact of brand extensions on brand image. For this purpose Johnson is selected as parent brand for current research. The targeted brand extensions are Johnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear and Johnson’s suntan lotion. Research Methodology: sample was selected from Bradford, UK. Sample consists of graduate students including males as well as female. Total sample size is 60 and data was collected through self administered questionnaires. For each brand 15 respondents were selected. Convenient sampling was selected as sampling technique. Results: Results show that Johnson’s have high brand awareness and perceived quality. While there is negative correlation results for brand fit on brand image for those product extensions which are not in same brand category i.e. Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It is concluded from study results that launching new product in same parent brand category have high chance of success while in different category is risk.

Keywords: Brand Extension; Brand Fit; Johnson; Product extensions; marketing. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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