Does Emotional Attachment to a Parent Brand Protect Brand Extensions from Negative Word-of-Mouth?

Abstract

As products become increasingly commoditized and the media marketplace becomes more fragmented, marketers are increasingly relying on emotional and image-based differentiation for their brands. In addition, marketers are leveraging the emotional meaning behind their existing brands to launch brand extensions. The risks associated with brand extension strategies, including threats to the parent brand’s image and reputation, resource dilution and consumer confusion, have been explored in the past. However, considerably less is known about whether the effect of emotional relationships with the parent brand increases or decreases the risks associated with the brand extension. Past research indicates that emotional attachments to brands will lead to separation anxiety or a sense of deep loss if the consumer can not use the brand. Research also indicates that commitment to the parent brand protects the brand from negative publicity and increases consumer preference for positive (vs. negative) brand information, known as a positivity effect. However, it is not clear whether emotional attachment, and the resulting separation anxiety and positivity effect, transfer to the brand extension. When brand attitudes are controlled, the results show that whether affective bonds transfer from the parent brand to the brand extension depends on the perceived fit between the parent brand and the brand extension.