BRAND EXTENSION; NOT NECESSARILY A BAD IDEA.

Talha Ahmed Ansari – 21500

Syed Irtiza Haider Bukhari - 21497
THE IMPACT OF BRAND EXTENSIONS ON PARENT BRAND MEMORY
STRUCTURES AND RETRIEVAL PROCESSES
MAUREEN MORRIN

Journal of Marketing Research

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The Impact of Brand Extensions on Parent Brand Memory
Structures and Retrieval Processes

Research Objective:
 To study the impact on consumer memory, upon exposure to brand extensions and
resultant effect on retrieval process.
Methodology:
 39 graduate business students
 Associative network theory
 Computer Simulation
 Research participants were put through three phases in this study
i. Matching task, brand name and product category match.
ii. Exposure to hypothetical brand extensions.
iii. Post-Exposure matching.

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 Results

1601

1401

1201

1001

801

601

401

201

1
Set A Set B Set C

Reaction time (Pre-Exposure) Reaction time (Post-Exposure)

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The Impact of Brand Extensions on Parent Brand Memory
Structures and Retrieval Processes

Findings and Conclusion:

 Exposure to brand extensions doesn’t harm the brand recall for established brands
rather it enhances it.