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The role of brand specific associations in brand extensions : the case of the Norwegian food market

Melhus, Karoline Johanne; Dahl, Rebecka
Master thesis
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URI
http://hdl.handle.net/11250/2482899
Date
2017
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  • Master of Science [1117]
Abstract
Brand specific associations is confirmed to be an important driver for fit in brand

extension strategy. Extended consumer packaged goods that include the same brand

specific associations as the parent brand are more likely to succeed, and will thus

enhance the equity of the parent brand. Previous research in the field of brand

specific associations, consumer packaged goods, and brand extensions have

however, never made a clear distinction between success criteria for extensions of

edible and inedible goods. As consumer packaged goods consumption for edible

and inedible goods differ in several ways, we believe it would be valuable for

managers to know if they should include different brand specific associations for

different product categories when extending. The purpose of this thesis is therefore

to advance previous research on brand specific association effects, and hopefully

enable managers to introduce extensions with greater chances of success.

Two pretests were carried out to find suitable brands and related brand specific

associations, in order to create hypothetical brand extensions. The brands chosen

were Jarlsberg and Jif, respectively an edible and an inedible product, which are

two high equity brands on the Norwegian market. A questionnaire used in the online

survey, constructed by pre-established scales from existing literature, was

distributed through social media to obtain data. In the main study, fit between the

parent brand and the extensions was manipulated to see how using brand specific

associations in terms of different sensory attributes for different product categories

impact brand extension responses. Three types of brand responses were evaluated:

over all brand extension attitude, purchase intention and willingness to recommend.

The findings confirmed our hypotheses, that including brand specific associations

in terms of a chemical sensory attribute enhances extension responses for edible

goods. The findings also confirmed our assumption that including associations in

terms of a visual sensory attribute enhances extension responses for inedible goods.

The effect was, however, strongest for edible goods, and the overall effect was

strongest for attitude across all conditions tested. Managers should thus be aware

of what kind of brand specific association they transmit to an extension

to optimize extension responses.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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