What affects transfer of brand association from a parent brand to new line extension

Jean Boisvert, Suzan Burton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Despite substantial research interest into brand extensions, the factors underlying transfer of brand associations between parent brands and line extensions are not well understood. This study tests and models the effect of parent brand associations' salience, branding strategy and extension positioning (low or high innovativeness) on the extent of transfer of associations from the parent brand to a line extension. The results show that all three factors jointly influence the extent of transfer, suggesting that an extension launch strategy can be designed to either maximise or minimise transfer of associations from a parent brand to an extension.
Original languageEnglish
Title of host publicationProceeding of the 36th EMAC Conference
Place of PublicationIceland
Number of pages7
Publication statusPublished - 2007
EventEMAC Annual Conference (36th : 2007) - Reykjavík, Iceland
Duration: 22 May 200725 May 2007


ConferenceEMAC Annual Conference (36th : 2007)
CityReykjavík, Iceland


  • new product development


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