To extend or not extend a human brand: An analysis of perceived fit and attitudes toward athlete brand extensions

While athletes have been building and leveraging their brands for many years by introducing brand extensions, research on sport brand extensions has primarily focused on factors that influence the success of team-related extensions. However, as there is potential risk involved when introducing brand extensions, it is important for athletes to understand how consumers respond to extensions they may introduce. Through the use of self-administered web-based surveys this study provides the initial examination of this topic by exposing participants (n = 292) to hypothetical brand extensions and investigating factors that may influence perceived fit and attitudes toward athlete brand extensions. Partial least squares path modeling suggests that athlete prestige had the most significant effect on fit and attitudes for a brand extension that is considered to be a fit with an athlete's image, while athlete attachment had the most influence on fit and attitudes for a brand extension with low perceived fit.