Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

Géraldine Michel () and Naveen Donthu
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Géraldine Michel: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Naveen Donthu: Georgia State University - USG - University System of Georgia

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Abstract: This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while the brand extension consistency with PBAs does not have a significant effect. Study 2 demonstrates the mediating role of perceived fit between brand extension consistency with CBAs and brand extension evaluations. The study shows that the more inconsistent the product extension is with CBAs, the more the brand's image is altered and the faster brand evaluations deteriorate. In contrast, the brand extension inconsistency with PBAs does not affect brand evaluations.

Keywords: Brand extension; Brand image; Central brand associations; Peripheral brand associations (search for similar items in EconPapers)
Date: 2014-12
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Citations: View citations in EconPapers (17)

Published in Journal of Business Research, 2014, 67 (12), pp.2611 - 2619. ⟨10.1016/j.jbusres.2014.03.020⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01898203

DOI: 10.1016/j.jbusres.2014.03.020

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