The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations

Despite substantial research interest in brand extensions, the factors underlying the reciprocal transfer of brand associations between brand extensions and parent brands are not well understood. This study tests and models the effect of parent brand associations' salience, branding strategy and extension innovativeness positioning on the extent of the reciprocal transfer of extension associations to the parent brand. The results show that the reciprocal transfer of line extension associations to the parent brand can be influenced by the launch strategy, presenting the opportunity to improve the positioning of a parent brand by maximising the transfer of favourable extension associations.