Title: Conceptual development of transfer of brand loyalty in brand stretching

Authors: Ashutosh Nigam

Addresses: Vaish College of Engineering, Near Railway Station, Rohtak, India

Abstract: The present study explores the relationship of the loyalty of parent brand to the loyalty towards brand extension. Brand stretching is a commonly utilised technique to broaden the portfolio of a brand whilst resulting in minimising of risk in comparison to introduction of entirely new brand in the market. The victory of offspring brand depends on the understanding of parent brand's association, core competency and carrying on same attributes in offspring brand. Adequate marketing support and efficiency of harnessing potential also influences the extension strategy. There is a risk of brand dilution of parent brand in case extension of the brand is not managed properly.

Keywords: brand stretch; brand loyalty; brand equity; offspring brand.

DOI: 10.1504/WREMSD.2018.097701

World Review of Entrepreneurship, Management and Sustainable Development, 2018 Vol.14 No.6, pp.730 - 736

Received: 15 Mar 2017
Accepted: 28 Sep 2017

Published online: 29 Jan 2019 *

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