Identificación de las variables que determinan la evaluación de una extensión de marca

Abstract

Identification of the variables which explain brand extensions evaluation. Although many studies ha ve been published to resolve which are the keys of the brand extension success or failure, the decission to the manager is difficult yet. The advantages that a brand extension can provide are important, but there are many well known failures in this field. Beside structural variables, to predict a brand extension outcome it is necessary to study in depth consumer perceptions. This work tries to prove an explanatory model about the evaluations consumers make about brand extensions. The results show that the brand itself (its breadth and the involvement it arouses in consumers) and the fit betwen brand and extension, are the two major variables which explain the brand extensions evaluation. At the same time, some advices and new instruments are of fered, which can be used by brand managers in their extension designs or planifications, as well as to test their potential success.