Consumer responses to brand extensions: a comprehensive model

Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699 face‐to‐face interviews conducted in Spain. Structural equation modelling was used to test the proposed hypotheses. Findings – The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Consumer attitude depends, in turn, on initial brand associations, perceived category fit, perceived image fit and consumer innovativeness. Brand familiarity also shows indirect effects. Research limitations/implications – The model should be tested with extensions of the same (line extensions) or different categories. It is also necessary to analyse non‐fictitious products, and to take different moderating effects into account. Practical implications – The results suggest how to protect the brand image from unsuitable extension strategies. The paper shows what kind of perceived fit is more important for consumers as well as the direct and indirect role of several variables. Originality/value – The paper extends previous research by proposing a complete framework that considers the factors that influence either the attitude to the extension or the attitude to the extended brand.