More than Fit: Brand Extension Authenticity

Abstract

This article introduces a new determinant of brand extension success, brand extension authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a scale to measure it and then demonstrate that BEA captures consumer perceptions of brand extension legitimacy and cultural contiguity along four interrelated but distinct dimensions: maintaining brand standards and style, honoring brand heritage, preserving brand essence, and avoiding brand exploitation. They demonstrate the power of BEA in predicting consumer reactions to brand extensions, particularly among consumers with strong self–brand connections. Not only is BEA distinct from two conceptualizations of fit in brand extension literature—fit as similarity and fit as relevance—but it also moderates the effects of both fit dimensions on brand extension responses. By capturing a cultural and consumer relational perspective that shapes reactions to brand extensions, BEA provides an important, complementary construct for predicting brand extension success and enhancing brand value. Brand managers attentive to BEA may be able to stretch brands further than assessments of fit alone would suggest, but they risk failure in otherwise well-fitting extensions perceived as inauthentic.

Living brands: consumer responses to animated brand logos

“…However, we expect that this influence is more complex than a main effect of increasing attention, and that it depends on the fit between the animation and other salient information about the firm or brand. This expectation aligns with research in marketing highlighting favorable consumer perceptions, ranging from quality to authenticity, tied to consistency between brand cues (Miyazaki et al 2005;Spiggle et al 2012). We argue that agent animation can serve as a brand cue in at least two ways: (1) as a general agency cue and (2) as a cue for specific brand personality connotations.…”

Consumer attitudes towards luxury fashion apparel made in sweatshops

“…This shows that consumers who are aware of the negative impact that sweatshops will bring about to the society will not intend to purchase luxury clothing that is made from sweatshops, but rather they would be willing to pay more for luxury clothing that is not made in sweatshops. Luxury brands should take this cue and strengthen their branding strategies by focussing on brand exclusivity (Spiggle, Nguyen and Caravella 2012). In other words, brands being able to produce luxury clothing in a humane environment with authentic material and genuine artisan skills that is far different from how sweatshop products are manufactured.…”

Investigating consumer–brand relational authenticity

“…Research also suggests the importance of brand authenticity in brand building, reputation management (Beverland, 2005) and in the success of brand extensions (Spiggle et al, 2012). Authenticity generally centres on a brand or experience as being original and grounded in tradition and history (Beverland, 2005;Beverland et al, 2008).…”