The role of consumer fanaticism in acceptance of brand extensions

Abstract

Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will test brand extension success, while also examining the effect that consumer fanaticism – as defined by Thorne (2003) – has on the research model used.