Consumer innovativeness and consumer acceptance of brand extensions

Purpose – This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Design/methodology/approach – This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number of research propositions are developed in this thought‐provoking work. Findings – It is proposed that consumer innovativeness exerts considerable influence on consumers' acceptance of brand extensions when extension distance and types of extensions are examined. In addition, product information availability and interpersonal communication/influence (i.e. informative and normative) moderate the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Research limitations/implications – This study can help marketers develop appropriate and effective marketing strategies to influence consumers' acceptance of brand extensions. This study serves to provide guidance for brand managers and marketers alike in evaluating the potential success of their extended brands. On the other hand, the paper draws from the extant literature and theoretical discussion to develop research propositions. This approach might limit its depth and scope. Originality/value – As the use of brand extensions intensifies in the marketplace, it is imperative to understand how consumer innovativeness exerts influence on acceptance of brand extensions. This study fills the research void in the literature and contributes to the extant literature by analyzing the relationship between consumer innovativeness and consumers' acceptance of brand extensions.