Introducing Unrelated Brand Extensions Through Core Brand Sponsorship

Brand extension is a widely used strategy for introducing new products. Previous research has shown that fit between the core brand and the extension are important factors that affect the evaluation of extensions. This study investigates the impact of core brand sponsorship of activities associated with the extension on perceptions of fit between the core brand and the extension. The findings suggest that the perception of fit between a core brand and an unrelated extension can be strengthened through television sponsorship. Managerial and research implications of the study are identified.