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First published August 2001

Threats to the External Validity of Brand Extension Research

Richard R. Klink [email protected] and Daniel C. Smith [email protected]View all authors and affiliations
Volume 38, Issue 3
https://doi.org/10.1509/jmkr.38.3.326.18864

Abstract

The findings of prior research suggest that a brand's extendibility is constrained by the degree of perceived fit between the brand and extension product categories. However, there are many examples of brands that have been extended successfully into “perceptually distant” domains. Drawing on theories of consumer information processing and product adoption, the authors identify three background traits of prior work that may help explain the discrepancy between prior research and marketplace observation: (1) limited extension information, (2) failure to account for consumers' new product adoption tendencies (i.e., earlier versus later), and (3) single exposure to proposed extensions. In this study, the authors find that the effects of fit disappear when attribute information is added to extension stimuli and are applicable only for later product adopters. The authors also find that perceived fit increases with greater exposure to an extension. Beyond implications for brand extension research, this study underscores the need to recognize that certain research design factors related to external validity, which are often assumed irrelevant, can alter what is held to be true.

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Published In

Volume 38, Issue 3
Pages: 326 - 335
Article first published: August 2001
Issue published: August 2001

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© 2001 American Marketing Association.
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Authors

Affiliations

Richard R. Klink
Assistant Professor of Marketing, The Joseph A. Sellinger School of Business and Management, Loyola College in Maryland
[email protected]
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Daniel C. Smith
The Clare W. Barker Professor of Marketing, The Kelley School of Business, Indiana University
[email protected]
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Notes

(e-mail: [email protected])
(e-mail: [email protected])
The authors thank Lawrence Feick, Timothy Heath, C.W. Park, and the three anonymous JMR reviewers for insightful comments on this article. The authors are also grateful to the Jagdish N. Sheth Foundation for financial assistance in the conduct of this research.

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