The effects of experience with brand extensions on parent brand knowledge

The influence of brand extensions on the parent brand is important to understand because they may change its cove beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on beliefs about brand extensions not beliefs about the parent brand. We explore the influence of direct experience with a brand extension on consumers knowledge about parent brands that differ infamiliarity. We find differences in beliefs about unfamiliar parent brands between a positive and negative experience but no differences in beliefs about familiar parent brands. Similarly, after experience with a brand extension, consumers changed their beliefs about and attitude toward unfamiliar parent brands more so than with familiar parent brands. We discuss theoretical and managerial implications, limitations, and future research directions. (C) 2000 Elsevier Science Inc. All rights reserved.