This thesis examines the effect of brand-extensions on parent brands. Firms are increasingly using brand-extensions globally to leverage the inherent equity of a parent brand in the search for real sales growth coupled with marketing cost savings. However, brand-extensions also possess the capability to affect a parent brand in return. This effect is referred to as the feedback effect of brand-extensions, which has been systematically researched since the early 1990s. To date, the literature on brand-extension feedback effects comprises around 35 articles, thus representing a robust body of knowledge within this domain. This existing literature on feedback effects therefore presents new opportunities for the measurement and explanation brand-extension feedback effects. This thesis advances the current discourse on brand-extension feedback on two major fronts. The first major contribution of this research is with regards to expanding the scope of brand-extension feedback. Brand-extension feedback effects have traditionally been modelled largely on the grand construct of brand-equity and/or its inherent components. Thus, opportunities to examine the impact of brand-extensions on other equally important facets of a parent brand have emerged. The current research examines the feedback effects of brand-extensions on two additional equities of a parent brand. These equities are value-equity (consumer perceptions of value) and relationship-equity (consumers’ tendency to stay in a relationship with a parent brand), which are derived from the customer-equity framework. The second major contribution is made with regards to introducing a new antecedent of brand-extension feedback, namely, parent brand trust. Although the importance of brand trust as a pivotal antecedent to several marketing outcomes has been widely recognised in the branding literature, there remains a lack of its empirical investigation within the brand-extension feedback literature per se. Thus, by explaining brand-extension feedback effects across three dependent variables, as well as introducing a new antecedent, a substantial contribution to the existing knowledge on brand-extension feedback effects is made.
|Qualification||Doctor of Philosophy|
|Award date||01 Oct 2010|
|Place of Publication||Australia|
|Publication status||Published - Oct 2010|