One of the more familiar means to capitalise on the reputation of an established brand, is to use the brand name to introduce new products in a different product category. Various factors impact on the extent to which brand extensions can benefit from or even detract from the original brand. The focus of this study is on brand associations as means to extend the original brand. A qualitative study, in contrast with the quantitative nature of most earlier studies, was used to elicit an unbiased picture of consumers’ associations of a brand. The use of a qualitative study also made it possible to follow up on and probe the comments made by respondents. The study examined consumers’ reactions to a variety of fictitious extensions for four different popular brands (Coca-Cola, Benetton, Yamaha, and Kellogg’s). The key rationale for this study was to observe how consumers’ associations of a brand impact on their evaluation of extensions to that brand. Six propositions were investigated. Because of the considerable extent of the findings generated by the qualitative approach, the research is reported in two parts. The findings on three propositions were reported in Kasper, Strepp and Terblanche (2005). The findings on the remaining three propositions are described in this second part of the reported research.
|South African Journal of Economic and Management Sciences
|Published - 1 Jan 2006