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Journal of Business Research 62 (2009) 305–313

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Journal of Business Research

Brand extension feedback: The role of advertising ☆
Eva Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b

Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain

A R T I C L E

I N F O

A B S T R A C T
Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved.

Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising

1. Introduction Launching new products is a business activity with high risks and costs. As success rates are usually below 50% (Taylor and Bearden, 2003), firms often resort to brand extension strategies, in an attempt to make their new offers more attractive for consumers and distributors. Brand extensions involve using the name of an existing brand to introduce new product categories (Aaker and Keller, 1990) and

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