L'impatto delle estensioni di marca sulle attitudini del consumatore

PURPOSE The aim of the following research is to list, analyse and explain consumer attitudes towards Brand Extensions, the diffuse practice of launching a new product into a different category leveraging on an existing brand name. Following a different approach from what previous authors used to adopt, attitudes are divided into three categories: beliefs, affect and behaviour intention. The analysis brings to light a gap in the existing literature: while studying consumer attitudes towards both the extended product and the core brand, no one focuses on the affect transfer from the Brand Extensions to the original brand. DESIGN, METHODOLOGY, APPROACH The first part of the research is explorative and involves the use of different scientific texts to summarize the principal findings on the selected topic over the last thirty years. In addition, once a gap in the existing research is detected, an online survey with multiple and closed-piped questions is conducted. FINDINGS Among the drivers of Brand Extensions success, fit proves to be the starting point of every strategy and analysis regarding this topic. Affect transfer from the extended product to the core brand exists and is influenced by the consumer perception of how typical the product is compared with the original brand.