Title: A mediation analysis on the potential determinants of brand extension success

Authors: Nithya Murugan; Jayanth Jacob

Addresses: Department of Management Studies, Anna University, Chennai – 600 025, Tamil Nadu, India ' Department of Management Studies, Anna University, Chennai – 600 025, Tamil Nadu, India

Abstract: Even though many studies on the potential determinants of brand extension success have been conducted, in those studies, only direct relationship between brand extension success and potential determinants of success have been tested, disregarding the fact that some success factors may constitute extension success on other relationships. In this paper, the proposed model considers the indirect relationships between the success factors, offering various managerial implications that helps in reducing the fear of launching dissimilar extensions and expanding the boundary of extension products. To test this possibility, a survey about ten national FMCG brands and their real extensions was conducted with a sample of 425 adult consumers. This study shows that judgments on fit perceptions are dynamic; even moderate and incongruent extensions can benefit from repetitive and consistent advertising and intense distribution, indicating that extensions can stretch beyond the original boundaries suggested.

Keywords: brand extension; perceived fit; adverting effort; distribution support; India.

DOI: 10.1504/IJBIR.2017.087845

International Journal of Business Innovation and Research, 2017 Vol.14 No.4, pp.502 - 518

Received: 01 Oct 2015
Accepted: 24 Feb 2016
Published online: 06 Nov 2017 *

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