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The impact of brand extensions on brand personality: experimental evidence

Adamantios Diamantopoulos, Gareth Smith, Ian Grime,
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Brand extensions
The impact of brand extensions
on brand personality:
experimental evidence
129
Adamantios Diamantopoulos
University of Vienna, Vienna, Austria, and Received April 2004
Gareth Smith and Ian Grime
Loughborough University, Loughborough, UK
Abstract
Purpose – To investigate empirically the impact of brand extensions on brand personality, using
Aaker’s scale to measure the latter.
Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit),
controlling for brand familiarity and including a control group.
Findings – No adverse impact on brand personality of core brand as a result of introducing
extensions (irrespective of fit).
Research limitations/implications – Cross-sectional study not capturing potential long-term
effects of extensions with poor fit. Longitudinal research is needed, as are replications with different
brands, types of extensions and consumer segments.
Practical implications – Preliminary support for introducing extension for a quality brand without
fear of adversely affecting its brand personality.
Originality/value – First study explicitly investigating impact of brand extensions on brand
personality.
Keywords Brand identity, Brand image, Brand extensions, Consumer behaviour
Paper type Research paper
In recent years, there has been increased interest in the brand personality construct as
its strategic importance has become more apparent. Brand personality is defined as
“the set of human characteristics associated with a brand” (Aaker, 1997, p. 347). A
distinctive brand personality can help create a set of unique and favorable associations
in consumer memory and thus build and enhance brand equity (Keller, 1993; Johnson
et al., 2000; Phau and Lau, 2000). As a result, brand personality is considered to be an
important factor for the success of a brand in terms of preference and choice (Batra
et al., 1993; Biel, 1993). Indeed, a well-established brand personality can result in
consumers having stronger emotional ties to the brand and greater trust and loyalty
(Siguaw et al., 1999; Johnson et al., 2000), thus providing an enduring basis for
differentiation (Aaker and Fournier, 1995; Halliday, 1996; Haigood, 1999) which is
difficult to copy (Aaker, 1996). From a managerial perspective, brand personality
enables firms to communicate with their customers about the brand more effectively
and plays a major role in advertising and promotional efforts (Plummer, 1985; Batra European Journal of Marketing
Vol. 39 No. 1/2, 2005
et al., 1993; Aaker, 1996). As such, marketing practitioners have become increasingly pp. 129-149
aware of the importance of building “a clear and distinctive brand personality” q Emerald Group Publishing Limited
0309-0566
(Yaverbaum, 2001, p. 20). DOI 10.1108/03090560510572052
EJM Surprisingly, despite the importance to practitioners of creating meaningful and
39,1/2 distinctive brand personalities (Bull and Oxley, 1996; Court et al., 1997), there is a
relative paucity of empirical research to guide them in managing their development.
This is particularly notable as brands must maintain consistent, desirable, and
enduring personalities to ensure their long-term success (Lannon, 1993; Alt and Griggs,
1988; Siguaw et al., 1999). A major reason for the lack of research was the absence, until
130 recently, of a comprehensive and psychometrically sound brand personality measure.
In this context, previous studies tended to rely on either ad hoc scales or measures of
human personality (e.g. Evans, 1959; Lowe, 1961; Evans, 1962; Westfall, 1962; Grubb
and Hupp, 1968; Birdwell, 1968; Kassarjian, 1971). Following Aaker’s (1997) seminal
work, however, in which a five-dimension, 42-trait scale of brand personality was

developed and validated, a stream of empirical research has started to emerge (Aaker,
1999; Musante et al., 1999; Siguaw et al., 1999; Bauer et al., 2000; Farhangmehr and
Azevedo, 2000; Ferrandi et al., 2000; Huber et al., Mäder et al., 2000; Aaker et al., 2001;
Hayes et al., 2001; Kim et al., 2001; Wysong et al., 2002). None of these studies, however,
has sought to examine whether (and how) extensions of an established brand might
impact upon its personality. For example, can brand extensions change the
configuration of the core (parent) brand along the five personality dimensions? Are
some dimensions more (less) affected than others? Does the direction and/or magnitude
of the change depend on the type of the extension in terms of fit? Is the impact of
extension fit on brand personality dependent upon the perceived quality of the core
brand?
Extant brand personality research is currently silent on the above questions.
Moreover, answers cannot be found by reviewing the findings of the brand extension
literature. Despite the impressive number of investigations in this area (for recent
summaries see Ahluwalia and Gürhan-Canli, 2000; Barone et al., 2000; Bottomley and
Holden, 2001), brand personality has not been studied as a dependent variable in brand
extension studies. Instead, the focus has been on consumer evaluations of the extension
itself (Aaker and Keller, 1990; Sunde and Brodie, 1993; Bottomley and Doyle, 1996),
attitudes towards the core (i.e. parent) brand (Keller and Aaker, 1992; Park et al., 1993;
Park et al., 1996; Gürhan-Canli and Maheswaran, 1998; Swaminathan et al., 2001), and
economic outcomes such as market share (Sullivan, 1992; Park and Srinivasan, 1994;
Reddy et al., 1994), profit maximization (Wilson and Norton, 1989) and cannibalization
effects (Moorthy and Ping, 1992; Reddy et al., 1994; Lomax et al., 1996; Lomax and
McWilliam, 2001).
The literature does, however, raise the idea that brand personality may be affected
by brand extensions. Keller’s (1993) seminal work identifies those associations that
consumers have with a brand which go to make up brand knowledge and,
subsequently, brand equity. Of particular interest to this research are associations from
product attributes (e.g. Fairy is associated with gentleness) and non-product attributes
(e.g. Nike is associated with ruggedness). In this context, while a substantial body of
research has shown that product-related associations are indeed affected by brand
extensions (e.g. Loken and John, 1993; Milberg et al., 1997; Herr et al., 1996; John et al.,
1998), there is no empirical research into how non-product related associations (such as
a brand’s personality) are affected by brand extension activity.
It is this gap in the literature that the present study seeks to address. Specifically,
we investigate the impact of extension fit and consumers’ evaluation of core brand
quality on brand personality, while controlling for the effects of brand familiarity. We Brand extensions
do this by utilizing a before-after experimental design with control, enabling us to
focus on the potential change in brand personality dimensions as a result of the
extension introduction (Mitchell and Jolley, 1996). This type of design has been used by
a number of previous extension studies (e.g. Kardes and Allen, 1991; Park et al., 1993;
Morrin, 1999). It was chosen because of the high level of control in accounting for
extraneous factors (such as an advertising campaign by the company being studied), 131
thus enhancing the internal validity of the research (Calder et al., 1981).
The intended contribution of our study is three-fold. First, in terms of theoretical
development, the study links together two important research streams (brand
personality and brand extensions) thus providing insights into how a brand’s
personality is affected by the characteristics of an extension. Second, the study
provides additional evidence on the generalizability of Aaker’s (1997) brand
personality scale by examining the stability of the five brand personality
dimensions in a different empirical setting. Third, the study findings should be of
relevance to practitioners, for whom it is important to gauge the impact that different
types of brand extension will have on brand personality in order to facilitate the
development, reinforcement, and protection of its key differentiating characteristics.
For example, extensions introduced for strategic reasons (e.g. to enter a new market)
may have unexpected (and possibly undesirable) effects on brand personality. By
knowing how the type of a planned extension (in terms of fit) may alter the profile of
the brand on the five personality dimensions, marketers should be in a better position
to assess the broader impact of their extension strategies. Similarly, advertising
professionals can enhance their understanding of how potential brand extensions may
affect brand personality within a product category and use this information to tailor
specific advertising campaigns.
In the following section we provide a brief conceptual background and develop
hypotheses linking extension fit and core brand quality to brand personality. Next, we
describe the experiment conducted to test these hypotheses and the measures used to
operationalize the constructs of interest. We conclude the article by considering the
implications of the findings and offering suggestions for future research.
Conceptual background and hypotheses

Brand personality as a measure of core brand evaluations
Brand personality supports the identification of the consumer with his/her brand and
thus increases the personal meaning of a brand for an individual (Ambler and Styles,
1997). The reason why consumers perceive brands as having personalities is part of a
wider process of building or re-affirming their own self-concept (Aaker, 1999).
Self-concept is defined as “the totality of the individual’s thoughts and feelings having
reference to himself as an object” (Rosenberg, 1979, p. 7) and research has suggested
that individuals tend to relate brands to self-concepts (Dolich, 1969; de Chernatony and
McWilliam, 1989b; Morgan 1993). Individuals will accept brands with images similar
to their perceived self-concept and reject brands with images dissimilar to their
self-concept (Sirgy, 1982). Brands, therefore, have a personality that users value
beyond functional utility (Landon, 1974; de Chernatony and McWilliam, 1989a) and
consumers will use brands as symbolic devices to explain and express their own
particular personality (de Chernatony and McWilliam, 1990; de Chernatony and
EJM Dall’Olmo Riley, 1998; Aaker, 1999). Porsche, for example, has a personality that is
39,1/2 sophisticated and exciting, Nike has a rugged personality, while IBM’s personality is
one of competence (Keller, 1998).
Brand personality is an essential component of brand image that helps create brand
equity (Batra et al., 1993; Biel, 1993). Plummer (1985) suggested that brand image
consisted of three essential features:
132 (1) physical attributes (e.g. green in color);
(2) functional characteristics (e.g. cleans teeth more effectively); and
(3) characterization (e.g. youthful).
This latter characterization process was termed brand personality. It is well known
that the introduction of brand extensions can have positive or negative effects on a core
brand’s image and subsequent equity (Romeo, 1991; Loken and John, 1993; Milberg
et al., 1997; Swaminathan et al., 2001). Given that brand personality constitutes an
essential part of brand image, extending the brand may well impact on the brand’s
personality dimensions.
In this study, we use Aaker’s (1997) five brand personality dimensions as
measures of core brand evaluation following the introduction of an extension. More
specifically, we focus on potential changes along these dimensions, i.e. we compare
consumers’ pre- and post-extension scores on each brand personality dimension to
identify any significant shifts attributable to the extension.
A word of caution is warranted at this stage: unlike previous measures of core
brand evaluation which enable the detection of “positive” (i.e. core brand enhancement)
and “negative” (i.e. core brand dilution) extension effects (see Loken and John, 1993;
Milberg et al., 1997; Ahluwalia and Gürhan-Canli, 2000), a monotonic interpretation of
brand personality dimensions is neither possible nor appropriate. For instance, an
increase in “ruggedness” following the introduction of an extension could be positive or
negative, depending on the salience of ruggedness as a dimension in defining the
(original) personality of the particular brand in question. As Keller (1998) points out,
many brands will not wish to be strong on some dimensions as they conflict with other
dimensions. For example, ESPN has a rugged personality (reflecting its sports focus)
but is weak on the sophistication dimension (in line with its mass market focus). This
highlights an important issue when considering factors affecting a brand’s personality:
it is not sensible to consider all increases (decreases) on personality dimension scores as
strengthening (weakening) the brand. This is because brand personality is a profile
multidimensional construct (Law et al., 1998), in that its dimensions cannot be
combined algebraically. Its conceptual nature is similar to human personality, for
which “it is theoretically meaningless to algebraically aggregate introversion and
conscientiousness to represent how strong the personality of a person is” (Law et al.,
1998, p. 746). Thus, the “ideal” personality of a brand will depend on the brand’s
market and its positioning within that market: for example, Advil (pharmaceutical
drug) will presumably be unconcerned by being viewed as unexciting, K-Mart will be
unsurprised by its lack of sophistication, and Oil of Olay and Revlon will be most
pleased that they are not viewed as rugged (Keller, 1998).
In light of the above, when examining the impact of extensions on brand
personality, changes in the latter must be interpreted as a modification of the original
brand configuration (or profile) along the five brand personality dimensions.
Post-extension evaluative statements regarding an “enhanced” or “diluted” brand Brand extensions
personality can only be made under specific assumptions as to the desirability of the
original (i.e. pre-extension) positions on each of the five brand personality dimensions.
As the latter are clearly brand-specific, it follows that the interpretation of any changes
in brand personality configurations as “positive” or “negative” must also be
brand-specific.
133
Extension fit and brand personality
Extension research has largely relied on categorization theory (for a recent review, see
Kim et al., 2001) as the underpinning theoretical rationale behind its investigations
(Kardes and Allen, 1991; Park et al., 1993). We also base our hypotheses for the impact
of extensions on brand personality on this theoretical framework.
When extending a brand, the transfer of brand associations is largely determined by
categorization judgements, i.e. whether the consumer accepts the new extension as
being a suitable member for the brand category (Park et al., 1989, 1991). A category
exists whenever people treat two or more distinguishable objects equally (Boush and
Loken, 1991). When faced with an extension, consumers initially categorize the new
introduction by assessing the suitability of its membership in a category that has the
brand name as the category label (Park et al., 1991; Sheinin and Schmitt, 1994). Prior
research indicates that categorization judgments and the transfer of parent brand
associations to the extension are particularly affected by consumer perceptions of “fit”
(Aaker and Keller, 1990; Han and Schmitt, 1997; Smith and Park, 1992; Morrin, 1999).
Specifically, “the more similar the extension is to a parent brand, the more likely are
consumers to infer the parent brand characteristics in the extension” (Bhat and Reddy,
2001, p. 113). If the core (parent) brand associations are transferred to the extension,
then consumers will perceive the extension as fitting with the brand category and will
accept it, which, in turn, should also have a positive effect on the core brand
(Chakravarti et al., 1990; Park et al., 1991). In this context, it has been shown that
extensions can modify core brand perceptions, resulting in an enhancement or dilution
of the core brand image (Gürhan-Canli and Maheswaran, 1998; Kirmani et al., 1999;
Loken and John, 1993; Swaminathan et al., 2001). More specifically, good fit is
considered to be important for positive consumer evaluations (i.e. enhancement) of the
core brand (Aaker and Keller, 1990; Keller and Aaker, 1992; Sunde and Brodie, 1993;
Bottomley and Doyle, 1996). On the other hand, a brand extension that exhibits poor
levels of fit can create damaging associations and potentially dilute the core brand
(Ries and Trout, 1986; Loken and John, 1993; Park et al., 1993, Park et al., 1996). Since
brand extensions have been shown to affect core brand image (in terms of
enhancement or dilution), and since brand personality is a key component of brand
image (Plummer, 1985; Aaker, 1996), it can be expected that fit will also impact on
brand personality.
More specifically, good fit between the extension and the core brand implies that the
extension is perceived to be consistent with the core brand (Park et al., 1991; de
Magalháes Serra et al., 1999) resulting in small (if any) changes in the location of the
core brand on the five personality dimensions. Conversely, poor fit could result in a
perceived inconsistency between the core brand and that of the extension (Park et al.,
1991; Bhat and Reddy, 2001). Such inconsistency may be manifested in material shifts
EJM in the scores on some (or even all) brand personality dimensions. Thus the following
39,1/2 hypothesis is proposed:
H1. The better the fit between the extension and the core brand, the smaller the
change in brand personality dimensions following the introduction of the
extension.
134
Core brand quality and brand personality

In addition to the hypothesized impact of fit on brand personality, the latter may also
be influenced by consumers’ evaluations of the quality of the core brand that is being
extended. Perceived quality is defined as “a global assessment of a consumer’s
judgement about the superiority or excellence of a product” (Zeithaml, 1988, p. 3). It has
been identified theoretically as a core element of brand equity ( John et al., 1998)
stemming from, amongst other things, its role in facilitating successful extensions
(Aaker, 1990). In this context, high-quality brands have been seen to extend more easily
into distant market categories (Rangaswamy et al., 1993), at least in part because they
are viewed as more expert, credible and trustworthy by consumers (Keller and Aaker,
1992). From this, quality appears to moderate the effect of fit when assessing an
extension. Actual examples of brand extensions support this contention. Brands that
have successfully developed “distant” (i.e. poor-fitting) extensions without any
discernible effect on the core brand, are invariably high-quality brands. Harley
Davidson (from motorcycles to men’s toiletries), Virgin (from music to airlines) and
Hallmark (from greetings cards to videos) are notable cases in point. These examples
also suggest that the perceived quality of the core brand may moderate the effect of fit
on its personality. Thus, the following hypothesis is put forward:
H2. The higher consumers’ evaluations of core brand quality, the lesser the impact
of fit on brand personality dimensions.
Brand familiarity (covariate)

Brand personality assessments are expected to be affected by consumers’ brand
knowledge and familiarity (Alba and Hutchinson, 1987; Peracchio and Tybout, 1996).
In this context, it has been noted that “the degree to which consumers believe that a
brand possesses personality traits relevant to its performance [. . .] appears to be
related to how well they ‘know’ the brand” (Hayes et al., 2001, p. 4). Accordingly, and
consistent with prior extension research (e.g. Muthukrishnan and Weitz, 1991;
Broniarczyk and Alba, 1994; Dacin and Smith, 1994; Klink and Smith, 2001), we
incorporate brand familiarity as a control variable in our study.
Method
Experimental design
A before-after experimental design with control was used to test the research
hypotheses. This is a “true” experimental design which “does an excellent job of
controlling for rival hypotheses such as history and maturation” (Christensen, 1988, p.
247): it is also known as the pretest-posttest control group design (Campbell and Brand extensions
Stanley, 1963).
Three (randomly assigned) groups were included in the design, namely:
(1) a treatment group exposed to an extension with good fit;
(2) a treatment group exposed to an extension with poor fit; and
(3) a control group not exposed to the experimental stimulus. 135
Inclusion of a proper control group substantially enhances internal validity because “if
a nontreated control group is unavailable in a study which compared two types of
interventions, one would never be certain what might have happened to subjects in
either treatment group had they received no treatment” (Spector, 1981, p. 46).
Moreover, the fact that each treatment group was exposed to one type of extension only
eliminates the potential confounding influence of a “sequence” effect (Christensen,
1988) and the lack of independence in post-extension brand personality assessments
(which would be the case had all subjects responded to several brand extensions).
Procedure
Subjects were 102 business executives enrolled in an executive MBA course at an
English university. Each subject was randomly assigned to one of the three conditions
(i.e. good fit, poor fit, and control). All three groups were balanced in terms of size
(N ¼ 34 per group). The average respondent age was 35.8 years, 20.6 percent were
female, 64.7 percent were married and 68.6 percent had a college degree. Consistent
with previous extension research (e.g. Klink and Smith, 2001), we chose a classroom
setting to reduce subject mortality, given that repeated administrations of the research
instrument were necessary. In the first administration, all subjects were given an
identical questionnaire and were asked to complete Aaker’s (1997) brand personality
scale in relation to the brand of interest (see below). Subjects were also asked to
evaluate core brand quality and indicate their degree of brand familiarity using
established scales (see “Measures” section). One week later, two groups (randomly
selected) were exposed to two brand extensions (one per group, randomly allocated),
while the third group served as control. All three groups were subsequently asked to
complete Aaker’s (1997) brand personality scale again, while the two treatment groups
were also asked to evaluate the fit of the extension to which they had been exposed.
Stimuli
The Land Rover brand was used as the focal brand in studying the impact of extension
introductions on brand personality. This particular brand was chosen because:
.
it is a well-known and long-established brand in the UK, and thus familiar to the
respondents;
.
Land Rover competes in the sports-utility vehicle (SUV) sector of the automobile
market, a sector in which “an important distinguishing factor between different
makes is the brand, and in particular, the emotional and product values this
brand represents to them” (Bull and Oxley, 1996, p. 240); and
.
Land Rover’s target market includes the subjects participating in the study as
potential customers, hence enhancing the external validity of the study (Calder
et al., 1981).
EJM Two hypothetical (but credible) extensions were developed for inclusion in the
39,1/2 experiment, following detailed discussions with experts from the automobile industry
(including one brand and one marketing manager from Land Rover, and two senior
executives from the Motor Industry Research Association). An all-terrain-vehicle
(ATV) was chosen as the “good-fit” extension and an aftershave lotion as the “poor-fit”
extension (see Appendix 1 for descriptions). To ensure that the levels of fit were indeed
136 perceived to be different, a pretest was conducted with 20 subjects (not participating in
the main study) using Keller and Aaker’s (1992) perceived fit scale (see “Measures”
section) as well as an overall similarity measure (1 ¼ very dissimilar, 7 ¼ very similar
to Land Rover products). The pretest mean ratings did indeed confirm that the ATV’s
fit was significantly better than that for the aftershave on both measures (Table I).
Measures
The measures for all constructs in the study (i.e. brand personality, extension fit, core
brand quality and brand familiarity) were drawn from previous research, and,
following advice from the methodological literature (Diamantopoulos et al., 1994),
subjected to two separate pretests. First, an “expert” pretest was conducted with three
industry experts (possessing in-depth knowledge of the subject area) and six academic
researchers (well-versed in experimentation and questionnaire design). This was
followed by a second pretest comprised of ten “ordinary” consumers. The pretests
revealed no major problems with the content, length and layout of the questionnaires,
with one exception (discussed below).
Brand personality. Aaker’s (1997) five-dimension brand personality scale was used
as the dependent variable in the study, however, one trait (“Western”) under the
“Ruggedness” dimension had to be dropped, as it was found to be highly ambiguous in
both pretests. Pretest respondents consistently highlighted that “Western” could be
seen either as “European/Westernized/developed country” or “wild west/
cowboys/typically American”. It was thus decided to eliminate this item from the
brand personality scale to avoid confusion[1].
Table II provides descriptive statistics on the five brand personality dimensions for
the entire sample as well as the treatment and control groups (prior to the introduction
of the extensions). Note that all five brand personality dimensions exhibit good
reliability, in line with recommended thresholds (e.g. DeVellis, 1991; Nunnally and
Bernstein, 1994)[2]. Note also that there are no significant differences in the means of
the three groups on any brand personality dimension: this confirms the initial
comparability of the (randomly assigned) groups. In this context, “although random
assignment provides the greatest assurance possible of comparability of subjects, it is
not infallible. Should there be a failure of randomization to provide comparability,
Mean ratings
ATV Aftershave t-value Significance
Table I. Perceived fit 4.80 2.27 9.81 p , 0:001

Pretest results Similarity 4.50 1.70 12.39 p , 0:001
comparison of the subgroups’ pretest mean scores would tell us so” (Christensen, 1988, Brand extensions
p. 228).
It can be seen that Land Rover scores highly on the “Ruggedness” and “Competence”
dimensions and receives the lowest scores on the “Sophistication” dimension. This
pattern is consistent with the brand values emphasized by Land Rover. As Bull and
Oxley (1996) point out: “Land Rover means guts, determination, endurance, staying
power [. . .] Each Land Rover vehicle is the leader of its class in 4 £ 4 performance, 137
capability and durability – that’s supremacy” (p. 241, emphasis in original).
Extension fit. This was captured by the (random) assignment of the subjects to the
ATV (good fit) and aftershave (poor fit) conditions based on the pretests of the extension
stimuli (see “Stimuli” section earlier). This approach treats fit as a manipulated variable
(see, for example, Broniarczyk and Alba, 1994) and resembles “a manager’s decision to
extend or not to extend a brand into a given product category” (Klink and Smith, 2001, p.
332). In addition, subjects exposed to the two extensions were also asked to complete
Keller and Aaker’s (1992) scale of perceived fit (a ¼ 0:97)[3]. This latter approach
“construes fit in terms of individual differences in perceptions” (Klink and Smith, 2001, p.
332). By using both approaches, a managerially oriented operationalization of fit (i.e.
manipulated fit) can be contrasted with a consumer-based notion of fit (i.e. perceived fit)
and the consistency in results from testing the research hypotheses assessed. Note that, as
expected and consistent with the pretest results (see Table I earlier), subjects exposed to
the ATV extension scored significantly higher (t ¼ 7:76, p , 0:001) on the perceived fit
measure (mean ¼ 4:68, SD ¼ 1:51), than subjects exposed to the aftershave extension
(mean ¼ 2:11, SD ¼ 1:20).
Core brand quality. A six-item scale based on Keller and Aaker (1992) and Dodds
et al. (1991) was used to evaluate the quality of the Land Rover brand as perceived by
the study subjects. All six items loaded significantly on a single common factor
(accounting for 61.7 percent of the variance) and the resulting scale also demonstrated
high reliability (a ¼ 0:87).
Brand familiarity. A five-item scale comprised of Mishra et al.’s (1993) product
expertise measure plus an item from Srinivasan and Ratchford’s (1991) knowledge
scale was employed to measure brand familiarity. The scale’s unidimensionality was
confirmed by a single-factor solution accounting for 75.2 percent of the variance in the
five items. Its reliability was also very high (a ¼ 0:92). Appendix 2 lists all the
measures used in the study.
Brand personality Mean (SD)a

dimension Cronbach’s a Full sample ATV Aftershave Control F2,99 b p-value
Sincerity 0.76 2.84 (0.55) 2.79 (0.54) 2.81 (0.58) 2.91 (0.53) 0.496 0.611
Excitement 0.82 2.76 (0.60) 2.82 (0.57) 2.63 (0.61) 2.84 (0.62) 1.252 0.290
Competence 0.79 3.47 (0.58) 3.56 (0.61) 3.42 (0.58) 3.44 (0.57) 0.542 0.583
Sophistication 0.76 2.29 (0.59) 2.26 (0.62) 2.25 (0.54) 2.35 (0.63) 0.305 0.738
Ruggedness 0.82 4.38 (0.66) 4.50 (0.59) 4.29 (0.58) 4.37 (0.79) 0.901 0.410 Table II.
Notes: aScale anchored at 5 ¼ extremely descriptive, 1 ¼ not at all descriptive; bF ratio associated Brand personality scores
with one-way ANOVA (before)
EJM Findings
39,1/2 Analysis overview
Given the current interest in the potential change in brand personality dimension
scores as a result of an extension introduction and, in light of the well-known problems
associated with analyzing difference scores from before-after measures (for a review,
see Cronbach and Furby, 1970), the following approach was adopted (see Kerlinger,
138 1992). First, post-test scores on the brand personality dimensions (i.e. after the
extension introductions) were regressed against their corresponding pretest scores (i.e.
before the extension introductions). Next, five new variables were created based on the
residuals from these regressions, representing residualized (or regressed) gain scores
for each brand personality fit dimension[4]. Finally, these residualized gain scores were
used as the dependent variables in the following multiple regression models used to
test the research hypotheses:
BPi ¼ b0 þ b1 FIT1 þ b2 FIT2 þ b3 QUALITY þ b4 QUALITY £ FIT1
þ b5 QUALITY £ FIT2 þ b6 FAMILIARITY; ð1Þ
BPi ¼ b0 þ b1 FIT þ b2 QUALITY þ b3 QUALITY £ FIT
þ b4 FAMILIARITY; ð2Þ
where BPi is the residualized gain score for brand personality dimension i
(i ¼ 1, . . . , 5), FIT1, FIT2 is the manipulated fit (FIT1 ¼ 1 if exposed to ATV
extension and 0 otherwise; FIT2 ¼ 1 if exposed to aftershave extension and 0
otherwise)[5], FIT is the perceived fit, QUALITY is the core brand quality, and
FAMILIARITY is the brand familiarity.
Model 1 treats fit as a manipulated variable and is tested using the entire sample
(N ¼ 102). Model 2, on the other hand, utilises the perceptions of fit by the two groups
exposed to the extensions, and is therefore tested on a reduced sample (N ¼ 68)[6]. To
avoid multicollinearity between the main effects and the interaction terms (see Jaccard
et al., 1990), Lance’s (1988) residual centering technique was used. Specifically, each
interaction term (e.g. QUALITY £ FIT1) was regressed on its component parts (i.e.
QUALITY and FIT1) and the residuals saved and subsequently used as the interaction
term in the full effects models in equations (1) and (2).
Results
With Model 1, only the equation with “Excitement” as the dependent variable returned
a (marginally) significant result (R 2 ¼ 0:107, F 6;95 ¼ 1:905, p ¼ 0:088), with
significant coefficients for FIT1 (b1 ¼ 0:222, p ¼ 0:063) and QUALITY £ FIT1
(b3 ¼ 20:240, p ¼ 20:024). The regression equations for the other brand personality
dimensions (i.e. “Sincerity”, “Competence”, “Sophistication” and “Ruggedness”) all
failed to reach significance ( p . 0:10), thus providing no evidence of differential
changes in brand personality as a result of being exposed to extensions of varying fit
(H1). A moderating influence of core brand quality (H2) could not be established either.
Estimation of Model 2 produced practically identical results: none of the brand
personality dimensions returned significant regression equations (pð0:10), hence
providing no empirical support for the research hypotheses. Note that the inability to Brand extensions
detect significant effects cannot be attributed to either small sample sizes (and hence
low power) or the presence of multicollinearity. Both Models 1 and 2 easily satisfy
conventional thresholds (see, for example, Kleinbaum et al., 1998) for variables-to-cases
ratios (typically 10:1) and variance inflation factors (VIFs). Regarding the latter, the
maximum VIF in any equation came to 1.484, which is much smaller than the common
rule-of-thumb “to be concerned with any value larger than 10” (Kleinbaum et al., 1998, 139
p. 241).
Taken collectively, the above results indicate that no significant changes in brand
personality occurred as a result of the extension introductions. In other words, the
configuration of the Land Rover brand remained stable along the five personality
dimensions, even when a poor-fitting extension was involved. Moreover, neither core
brand quality nor brand familiarity were found to influence changes in brand
personality dimensions. Having said that, it could well be the case that the latter two
variables impact upon consumers’ initial perceptions of brand personality. In this
context, some of Aaker’s (1997) brand personality dimensions (e.g. “Competence”) are
comprised of traits with clear quality connotations (e.g. “confident”, “reliable”, and
“technical”), and hence, could be expected to be influenced by consumers’ assessments
of overall brand quality. Moreover, it has been argued that assessments of brand
personality may be linked to the degree to which consumers “know” the brand (Hayes
et al., 2001), implying an influence of brand familiarity.
We examined these issues by regressing the brand personality scores prior to
exposure to the extensions against core brand quality and brand familiarity. As
Table III shows, with the exception of “Sophistication”, core brand quality has a
positive significant effect on all brand personality dimensions. In contrast, brand
familiarity only returned a (marginally) significant effect on the “Sincerity” dimension
(b ¼ 0:168, p ¼ 0:073). Thus, it seems that only quality perceptions are materially
related to the personality of the Land Rover brand.
Discussion
The current study has sought to contribute to the study of brand personality by
considering how the latter is potentially affected by the introduction of brand
extensions. While previous research has demonstrated the role of extension fit in
influencing both positive and negative reciprocal effects on the core brand (e.g.
Swaminathan et al., 2001), our research findings showed that fit has no discernible
effect on the configuration of the core brand along the five personality dimensions.
Beta coefficients
(standardized)
Brand personality dimension R2 F2,99 p-value Quality Familiarity
Sincerity 0.166 9.825 0.000 0.354** 0.168*

Excitement 0.052 2.742 0.069 0.177* 0.127
Competence 0.278 19.067 0.000 0.527** 2 0.001
Sophistication 0.007 0.330 0.719 2 0.048 0.071
Ruggedness 0.130 7.408 0.001 0.346** 0.073 Table III.
Notes: *p , 0:10; **p , 0:01 Regression results
EJM Brand personality is thus resilient to change as a result of an extension introduction,
39,1/2 irrespective of the level of fit (and irrespective of whether the latter is operationalized
as manipulated fit or perceived fit). The perceived quality of the core brand was also
not found to moderate the effect of extension fit on brand personality. However, core
brand quality was consistently and positively related to the respondents’ initial
perceptions of brand personality (with the exception of the “Sophistication”
140 dimension).
Although our findings did not support the research hypotheses, it should be
emphasized that “null outcomes can be meaningful” (Hubbard and Armstrong, 1992,
p. 133). In our case, the research findings help explain how high-quality brands are able
to extend into distant markets, since less well-fitting extensions do not appear to carry
greater risks of brand personality change. From a managerial perspective, this is
important as it helps alleviate any fears of undesirable core brand personality changes
as a result of extension activities. Clearly, this will be welcomed by those managers
contemplating the use of brand extensions as part of a growth strategy for their firm.
At the same time, our results do not provide any empirical support for the notion that
desirable changes in brand personality dimensions can be brought about by using an
extension strategy. Thus, those firms seeking to reposition their core brand via an
extension (in order, for example, to make its brand personality more exciting or
sophisticated) will not be encouraged by our findings.
The observed positive link between core brand quality and four out of five brand
personality dimensions also has practical implications. Specifically, it indicates that
consumers’ evaluations of core brand quality influence the way in which the Land
Rover brand is perceived along the “Sincerity”, “Excitement”, “Competence” and
“Ruggedness” dimensions. Whether this link between core brand quality and brand
personality also applies to other brands is, of course, open to speculation since, as
already mentioned, brand personality is a profile construct, and therefore there is no
single configuration of brand personality scores that is “optimal” for all brands.
Consequently, it cannot be taken for granted that consumer evaluations of quality will
impact on the personality of a brand with a very different configuration than the Land
Rover brand (e.g. a brand scoring, say, high on “Sophistication” and “Sincerity” but
low on “Ruggedness” and “Excitement”). Having said that, for the specific brand under
investigation, the positive link between quality and brand personality suggests that
emphasizing quality aspects in marketing communications is likely to reinforce Land
Rover’s positioning on key dimensions of its personality, such as “Competence” and
“Ruggedness”. At the same time, an emphasis on quality is unlikely to influence the
brand’s position on the “Sophistication” dimension. Should, for whatever reason, Land
Rover’s management wish to improve the brand’s “Sophistication” (which currently
receives the lowest score of all brand personality dimensions; see Table II),
highlighting quality aspects would not appear to be the way forward, since consumers’
perceptions of Land Rover’s quality are not linked to “Sophistication” (see Table III).
On the methodological front, the present findings provide support for Aaker’s (1997)
brand personality scale in a different empirical setting. With the exception of a single
item (“Western” under the “Ruggedness” dimension), the scale was found to be readily
applicable to a different set of respondents and a different brand than those used in the
Aaker (1997) study, and all brand personality dimensions displayed good reliability in
both administrations of the scale. Although we definitely agree that a key issue in
brand personality research is to investigate “the extent to which Aaker’s (1997) Brand extensions
structure of personality attributes associated with commercial brands differs across
cultural contexts” (Aaker et al., 2001, p. 7), our experience also suggests that applying
Aaker’s (1997) scale in a UK context is unlikely to be particularly problematic.
Limitations and future research

Several limitations of our study need to be acknowledged. First, the Land Rover brand, 141
like most brands in the SUV sector, is a relatively expensive purchase and thus a
high-risk, high-involvement product. Whether the stability of brand personality in the
face of extensions is the same for low-risk, low-involvement products has not been
tested in this study, and thus future research is needed in this respect.
Second, the extension stimuli used in the experimental design took the form of
concise product information administered over a short period of time. However, brand
personality is formed from a variety of influences including advertisements,
endorsements, and so forth (Batra et al., 1993; Aaker 1996). As such, it may take
wider and longer exposure to the extension and related marketing activities (such as
advertising, word of mouth, actual experience with the extension, etc.) before any
material change in brand personality can be observed. This suggests that longitudinal
research may be needed to investigate the extension effect over a prolonged period of
time. While such an approach would undoubtedly reflect better the reality of
consumers’ exposure to real-life extensions (hence enhancing external validity), it
would also massively complicate the task of isolating the effect of the extension from
the myriad of other influences on core brand personality that occur after an extension
launch (for a full listing of possible influences over and above the extension effect, see
Aaker, 1996).
Third, while our study showed stability of the personality of the Land Rover brand
in the face of extension information, such stability was observed among a sample of
UK respondents. However, in an increasingly global marketplace, brand extensions
occur not in one but several national markets (often simultaneously). Whether Land
Rover’s brand personality would have also remained unchanged following the
introduction of the same extensions but in a different national market is, again, a
question that only future research can answer. More generally, if personality for a
given brand is assessed differently by consumers in different national markets, does it
follow that extensions rolled out globally will have different brand personality effects
in different markets? A comparative approach to investigating this issue (ideally
utilizing several brands and different types of extension) would appear to be
particularly appealing in this context.
Finally, other likely influences on brand personality remain to be researched and
compared with the extension effect. For example, co-branding, sponsorship and
celebrity endorsement have all been shown to have an effect on the image of the brand
(Park et al., 1996; Gwinner, 1997; McCracken, 1989), although their impact on brand
personality remains obscure. Their relative importance when compared to the effect of
brand extensions should help develop better understanding of brand personality
change in a wider context. With better understanding of brand personality will come a
greater ability to manage this strategically important construct. The prize on offer is
significant, given the enduring differentiation and concomitant competitive advantage
in the marketplace that brand personality can help achieve.
EJM Notes
39,1/2 1. Dropping this item was not seen as a major problem as there were four other traits which
captured the “Ruggedness” dimension (i.e. outdoorsy, masculine, tough, rugged).
2. The corresponding reliabilities “after” exposure to the extension were equally good
(“Sincerity” ¼ 0:74; “Excitement” ¼ 0:84; “Competence” ¼ 0:77; “Sophistication” ¼ 0:73;
“Ruggedness” ¼ 0:81). Moreover, calculation of reliabilities separately for each group (both
142 before and after exposure to the extensions) showed good internal consistency of all brand
personality dimensions (the lowest value being 0.69 for the “before” measure of
“Ruggedness” in the Aftershave group).
3. A common factor analysis revealed that all three items loaded on a single factor, explaining
94.87 percent of the variance, thus supporting the unidimensionality of the perceived fit
scale.
4. This procedure ensures that “the effect of the pretest scores is removed from the posttest
scores; that is, residual scores are posttest scores purged of the pretest influence” (Kerlinger,
1992, p. 311).
5. Thus the control group is represented by FIT1 ¼ 0 and FIT2 ¼ 0 under this coding scheme.
6. Since the control group (N ¼ 34) was not exposed to any extension information, the
perceived fit measure was obviously not applicable.
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148 Appendix 1
Extension descriptions
All-terrain-vehicle (ATV)
Land Rover is considering introducing a new type of ATV (all terrain vehicle) using its existing
4 £ 4 technology. It will be larger than the quadbikes currently available but smaller than
existing 4 £ 4 vehicles (e.g. Discovery, Shogun, Vitara). It will be an open-top vehicle with a roll
bar for protection. A soft-top option will also be available. It will be targeted at farmers for
agricultural use but will also be sold as a leisure vehicle. The new ATV will carry the Land Rover
name and badge and will be available from Land Rover dealerships.
Aftershave
Land Rover is contemplating extending its product range into toiletries. Specifically, it is
contemplating introducing a male aftershave. It will be sold in larger containers than existing
aftershave products. Unlike the majority of products available, Land Rover’s aftershave will be
sold in a metal container in typical Land Rover green colour. The new aftershave will carry the
Land Rover name and badge. The aftershave will be made available through a number of retail
outlets including department stores, chemists and multiple grocers, as well as Land Rover
dealerships.
Appendix 2 Brand extensions
Construct Source Description (scoring) Example items
Brand Aaker (1997) Five-dimension, (1) Sincerity: Cheerful, down-to-earth,

personality 42-trait scale; items honest, friendly, original (11 items in
scored total); 149
5 ¼ extremely (2) Excitement: daring, trendy, exciting,
descriptive, spirited, cool, unique (11 items in
1 ¼ not at all total);
descriptive (3) Competence: reliable, hard-working,

secure, intelligent, technical (nine
items in total);
(4) Sophistication: upper-class,
glamorous, good-looking, charming
(six items in total);
(5) Ruggedness: outdoorsy, masculine,
Western, tough (five items in total)a
Perceived fit Keller and Aaker Three items scored (1) Very logical/Not at all logical for
(1992) on a seven-point Land Rover;
scale (2) Very appropriate/Not at all
appropriate for Land Rover;
(3) Bad/Good fit between Land Rover
and the ATV (aftershave)
Core brand Keller and Aaker Six items scored (1) Low/High quality;
quality (1992); Dodds et al. on a seven-point (2) Inferior/Superior products;
(1991) scale (3) Poor/Good workmanship
Brand Mishra et al. (1993); Five items scored (1) Not/Very knowledgeable;
familiarity Srinivasan and on a seven-point (2) Inexperienced/Experienced;
Ratchford scale (3) Novice/Expert buyer
(1991) Table AI.
Variables and their
a
Note: The trait “Western” was eliminated from the “Ruggedness” dimension following pretests measures
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European Journal of Marketing

The impact of brand extensions on brand personality: experimental evidence

*Related content and download information correct at time of download.

Loughborough University, Loughborough, UK

work, however, in which a five-dimension, 42-trait scale of brand personality was

Conceptual background and hypotheses

Core brand quality and brand personality

Brand familiarity (covariate)

Table I. Perceived fit 4.80 2.27 9.81 p , 0:001

Brand personality Mean (SD)a

BPi ¼ b0 þ b1 FIT1 þ b2 FIT2 þ b3 QUALITY þ b4 QUALITY £ FIT1

þ b5 QUALITY £ FIT2 þ b6 FAMILIARITY; ð1Þ

BPi ¼ b0 þ b1 FIT þ b2 QUALITY þ b3 QUALITY £ FIT

Sincerity 0.166 9.825 0.000 0.354** 0.168*

Limitations and future research

Construct Source Description (scoring) Example items

Brand Aaker (1997) Five-dimension, (1) Sincerity: Cheerful, down-to-earth,

descriptive (3) Competence: reliable, hard-working,

Business and Strategy 28:2, 169-205. [Abstract] [Full Text] [PDF]

Journal of Marketing 47:1/2, 198-217. [Abstract] [Full Text] [PDF]

to extension advertising. Journal of Business Research 63:11, 1237-1244. [Crossref]

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