Reciprocal transfer of brand identity and image associations arising from higher education brand extensions

Research output: Journal PublicationArticlepeer-review

30 Citations (Scopus)

Abstract

The purpose of this study is to discuss the concepts of brand identity and brand image from a brand extension perspective in the higher education sector. It addresses how consumers identify and transfer the parent university's brand identity into the extended brand image of an international satellite branch, and further explores the underlying causes of the backward reciprocal transfer from the extension to parent brand. The interview results reveal that the identity-image linkage is influenced by consumers' perceived congruence and legitimacy of the brand extension. Other than the impact of functional, symbolic, and self-image congruence between the parent brand and extension, the main factors of extension legitimacy are: regulative legitimacy, brand extension authenticity, desirable values to audiences, and cultural adaptation. The findings also suggest the importance of marketing exposure, exploitation avoidance, and resource transfer in enhancing the reciprocal influence of the extended brand image on the parent brand.

Original languageEnglish
Pages (from-to)3069-3076
Number of pages8
JournalJournal of Business Research
Volume69
Issue number8
DOIs
Publication statusPublished - 1 Aug 2016

Keywords

  • Brand extension
  • Brand identity
  • Brand image
  • Higher education
  • Legitimacy
  • Reciprocal effect

ASJC Scopus subject areas

  • Marketing

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