An experimental investigation of the use of brand extension and co‐branding strategies in the arts

Purpose – The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts. Design/methodology/approach – An experiment was conducted in which the type of extension strategy, as well as other variables identified as potentially having an impact on consumer attitudes, were manipulated. Findings – The results showed that, whatever extension strategy is chosen, the new product should be congruent with the arts organization's activities and should be of low complexity. If these conditions are met, a co‐branding strategy appears to be preferable. Research limitations/implications – Because only two arts organizations were analyzed in this study, i.e. museums and symphonic orchestras, future studies should consider other domains of the arts. New products introduced as brand extensions should be simple and congruent with the business activities of the arts organization. If the product is not congruent with the organization's activities, then simple brand extension appears be a better strategy. Originality/value – This study has examined the extent to which marketing strategies that work for conventional goods and services may succeed in the case of artistic and cultural products. It brings valuable knowledge to managers of arts organizations and marketing researchers with respect to the impact of brand extension strategies in the arts.