The Reinforcing Effect of Brand Extension on Parent Brand in Case of High Involvement Consumer Products

This study was aimed at investigating the reinforcing effects of brand extension on parent brand. Survey data were collected from 370 university students and university lecturers at Dire Dawa university using self- administered questionnaires. Convenience sampling technique was found to be appropriate. Questions were prepared in a five point likert scale type. SPSS version 21 has been employed to compute reliability, correlation and regression. The findings show that customers& #039, towards the parent brand is reinforced by brand extension. When customers have positive brand associations and strong brand loyalty, successful brand extensions strengthen the favorable relationship betwen customers and the parent brand. Again when customers have unfavorable brand associations and distrust a parent brand, its incompetent brand extensions reinforce customers& #039, negative brand associations and disloyalty to the parent brand.