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Summary Spiggle et al. (2012)
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Spiggle, S., Nguyen, H. T., & Caravella, M. (2012). More than Fit: Brand ExtensionAuthenticity. Journal of Marketing Research, 49(6), 967–983.
Introduction
Brand managers must select growth opportunities that enhance brand equity while extending the
brand’s meanings in a way that preserves its cultural, semiotic, and symbolic value. Brand extensions
are key tools in this task: important for this is brand fit. We argue that the authenticity of a brand
extension relative to the parent brand also affects its acceptance in the marketplace.
The results show that BEA can advance understanding of consumer reactions to brand extensions;
specifically, it moderates the effects of similarity and relevance on these reactions. BEA complements
fit in explaining consumer reactions to brand extensions and suggests boundary conditions for these
effects.
Brand extension research
Researchers have viewed the fit between a parent brand and the extension category as a
determinant of the success of the extension. Both perspectives rest on cognitive categorization
theory, which assumes that brands are cognitive categories formed by a network of associations
organized in people’s memory. Two perspectives:
• Fit as similarity: the applicability of the parent brand’s category associations to the
extension’s category associations: leads to transfer of associations. Perceptions of similarity
enhance perceptions of fit.
• Fit as relevance: brand specific associations drive perceptions of fit. Consumers view parent
brand associations as relevant for an extension when the associations signal benefits that are
pertinent to the extension category.
➔ Associations between the parent category and the extension category (similarity) or between
the parent brand and the extension category (relevance) determine fit.
Brand Extension Authenticity
Authenticity: Internal consistency reflects whether a brand is true to itself and maintains its
essential core (basis of BEA definition). External consistency reflects whether a brand is what it
appears to be.
Brand extension: a stretching of the original idea of the brand that is different from the parent brand
but connected to it. Consumers perceive a brand extension as authentic when it preserves and
sustains the uniqueness, originality, heritage, values, and essence of the parent brand.
BEA: a consumer’s sense that a brand extension is a legitimate, culturally consistent extension of the
parent brand. BEA has four dimensions:
1. Maintaining brand styles and standards: uniformity of design, sensory elements, production
processes, components/ingredients, and other attributes.
2. Honoring brand heritage: that the brand has an actual connection to the cultural associations
that ground its heritage.
3. Preserving brand essence: the soul of the brand and its fundamental values: brand identity.
4. Avoiding brand exploitation: the brand manager remains aloof from the pressures of the
market, commodification and mass consumption.
Self-brand connections: those with strong self–brand connections are likely to view an inauthentic
brand extension as illegitimate because it alters the meaning of the brand.
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