A Study on the Impact of Brand Image on Brand Extension in Sportswear Brands in Coimbatore District

Brand extension and brand alliances are two possible strategies to expand the brand towards different product categories. In this chapter, the authors focus on brands that are well-known for their online services launching offline products. They analyse the results of these strategies in terms of their effects on parent brand image and under different conditions of initial brand image and perceived fit. In order to meet these aims, an empirical study was conducted to 407 undergraduates in a Spanish University. Data are analysed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused specially on the functional and emotional dimensions of brand image, (3) the effect is more negative for online brands with higher image than for online brands with lower image, and (4) the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension. This work covers some gaps in the previous literature in online branding. The authors apply concepts and theories used in brand extensions and alliances literature in an offline setting by delving into the differences of these effects on the brand image dimensions. The results obtained in this work may help brand practitioners expand their brands towards different product categories.

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Online Brand Expansion Towards the Offline Setting

Digital Marketing and Consumer Engagement ◽

10.4018/978-1-5225-5187-4.ch020 ◽

2017 ◽

pp. 383-405

Author(s):

Rafael Bravo ◽

Leif E. Hem ◽

José M. Pina

Keyword(s):

Brand Image ◽

Brand Extension ◽

Perceived Fit ◽

Brand Alliances ◽

Product Categories ◽

Online Branding ◽

Parent Brand ◽

Emotional Dimensions ◽

Online Brands ◽

The Impact

Brand extension and brand alliances are two possible strategies to expand the brand towards different product categories. In this chapter, the authors focus on brands that are well-known for their online services launching offline products. They analyse the results of these strategies in terms of their effects on parent brand image and under different conditions of initial brand image and perceived fit. In order to meet these aims, an empirical study was conducted to 407 undergraduates in a Spanish University. Data are analysed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused specially on the functional and emotional dimensions of brand image, (3) the effect is more negative for online brands with higher image than for online brands with lower image, and (4) the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension. This work covers some gaps in the previous literature in online branding. The authors apply concepts and theories used in brand extensions and alliances literature in an offline setting by delving into the differences of these effects on the brand image dimensions. The results obtained in this work may help brand practitioners expand their brands towards different product categories.

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The Impact of Brand Extension on Brand Image

Industrial Engineering & Management Systems ◽

10.7232/iems.2017.16.4.437 ◽

2017 ◽

Vol 16 (4) ◽

pp. 437-441 ◽

Cited By ~ 1

Author(s):

Maryam Qom ◽

Nasser Azad

Keyword(s):

Brand Image ◽

Brand Extension ◽

The Impact

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The Impact of Brand Extension on Brand Image of Parent Brand in Apparel Industry of Pakistan

Nigerian Chapter of Arabian Journal of Business and Management Review ◽

10.12816/0043954 ◽

2018 ◽

Vol 5 (2) ◽

pp. 31-42

Author(s):

Muhammad Ali ◽

Tayyab Tahir

Keyword(s):

Brand Image ◽

Brand Extension ◽

Apparel Industry ◽

Parent Brand ◽

The Impact

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The Impact of Brand Extension on Brand Image: The Case of Energy Drink Market in Sri Lanka

10.31357/fmscmst.2012.00258 ◽

2012 ◽

Author(s):

A.C. Ranaweera

Keyword(s):

Sri Lanka ◽

Brand Image ◽

Brand Extension ◽

Energy Drink ◽

The Impact

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CUSTOMER EXPERIENCE OF MULTI-SERVICE PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND IMAGE

Dinasti International Journal of Management Science ◽

10.31933/dijms.v2i1.555 ◽

2020 ◽

Vol 2 (1) ◽

pp. 149-161

Author(s):

Daniel Hermawan ◽

Theresia Gunawan ◽

Zhiwen Li

Keyword(s):

Significant Contribution ◽

Brand Image ◽

Brand Extension ◽

Customer Experience ◽

Similar Type ◽

Service Platform ◽

Mediating Role ◽

Role Based ◽

The Impact

As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK extends its product through a lot of extensions to strengthen GO-JEK’s position. This research aims to analyze the impact of brand extension strategy on brand image with customer experience as the mediating role. The type of research is explanative, research method using survey with quantitative approach, and data analyze using Sobel test to determine the impact of brand extension strategy on brand image with customer experience as the mediating role. Based on data analyze result from 378 samples, brand extension strategy gives significant contribution to customer experience, customer experience gives significant contribution to brand image, brand extension strategy gives significant contribution to brand image, and brand extension strategy through customer experience give significant contribution to brand image. So there’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung.

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