A Study On Impact Of Brand Extension On Brand Personality

Abstract

Business organizations are currently competing to gain a distinct advantage over their rivals so that they can use it to their advantage and progress towards more notable flourishing. To outsmart competitors and succeed in the market, building stronger brands is one basic way to accomplish this. It is important to understand that the age of a strong brand would lower the advertising cost and increase the overall productivity of the company.

Numerous research have looked into how brand attributes affect brand extendibility, or how easily positive brand outcomes may be achieved by introducing brand extensions. Despite the fact that brand personality is extremely important for brand image, there are currently no insights on how brand personality affects brand extendibility. On the basis of prior findings regarding processing fluency, this research asserts that brand personality influences the fluency with which brand extensions are processed and, as a result, influences extension outcomes.

There was no evidence to support the hypothesis that brand personality could affect extension results through processing fluency. The findings show a positive correlation between processing fluency and extension evaluations, but they do not support the notion that brand personality affects how easily brand extensions are processed. But variances in extension evaluations and brand extensions' impact on the parent brand show that brand personality is generally relevant for brand extendibility. The study found that brand extension had a positive impact on brand personality, thus marketers would take brand personality into consideration as they expanded their companies into new product categories.