Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth

The opinions of current customers are important when introducing new products through brand extension. This paper deals with the potential for negative word of mouth and empirically investigates the inclination of current customers to criticise a brand extension. The study identifies antecedents to this inclination and highlights the importance of anger. Implications for brand management are offered and encourage broad analysis of extension initiatives that could become targets of negative word of mouth.