Dimensions of brand-extension fit

Brand-extensions are the lifeblood of businesses. Introducing new products is essential for invigorating a brand. But … they are also very risky. With so many dollars on the line, getting brand-extensions right is incredibly important.

There are several drivers that contribute to the success of brand extensions, but the most important driver is the “fit” between the originating brand and the extension product. But what fit actually is hasn’t been clearly defined and, until now, all of the six dimensions of fit haven’t been examined in concert with one another.

Today we’re speaking with Paul Messinger about work that he and his colleague, Claire Deng, have conducted into the dimensions underlying brand-extension fit.

Topics include:

• The five drivers of brand-extension success.
• The importance of “brand fit” to brand-extension and how previous research has looked at the topic.
• The six dimensions of brand fit.
• How to use the six dimensions of brand fit for stimulating ideas, selecting from alternatives and team decision-making..
• Which dimension of brand fit is the most important, but why you shouldn’t be lazy and ignore the other dimensions.

Click here for the research article 

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking. 

Paul Messinger (interviewed guest) currently serves as INFORMS Vice President, Sections and Societies. He was the founding director of the University of Albert School of Retailing and the Principle Investigator of the Research Alliance “Harnessing the Web-Interaction Cycle for Canadian Competitiveness” for the Social Science and Humanities Research Council of Canada. He is an Associate Professor at the University of Alberta School of Business with teaching and research focusing on service science, emerging retail formats, 3D mediated virtual worlds, consumer behavior and dynamic pricing, e-commerce, and recommendation systems. Paul serves on the Editorial Board of the journal Marketing Science and was guest editor for special issues on eService for the Canadian Journal of Administrative Sciences. He has published over 30 journal articles and book chapters, with publication outlets including Marketing Science, Journal of Marketing, Service Science, Journal of Retailing, Decision Support Systems, Journal of Economic Dynamics and Control, Journal of Revenue and Pricing Management, Information Systems and e-Business Management, Journal of Human Factors and Ergonomics in Manufacturing and Service Industries, Journal of Virtual Worlds Research, and Journal of Business Research. For more details, see http://www.business.ualberta.ca/pmessinger/

Qian (Claire) Deng (corresponding author) is an assistant professor of marketing in the Department of International Business, Marketing, Strategy and Law at MacEwan University. She holds a Ph.D. in marketing from the Alberta School of Business, University of Alberta. She earned her MPhil degree from Hong Kong Polytechnic University and her Bachelor Degree of Management from Fudan University, China.

Claire’s research focuses on consumer behavior, and she is working on research projects related to extremely incongruent product designs, the concept of weirdness, social sharing, brand extensions and hospitality and tourism marketing.

Her teaching interests include marketing fundamentals, marketing research and consumer behavior.

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International Journal of Research in Marketing

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Paul Messinger (interviewee)

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Claire Deng (corresponding author)

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