【正文】 sieh, 2020). However, these always have taken into account that not only must the physical attributes of the products be considered, but also the functional, emotional and selfexpressive benefits (Davis, 2020。 1998) emerge two key concepts: brand identity and brand image. Aaker and Joachismsthaler (2020) define brand identity “a set of brand associations that the brand strategist aspires to create or maintain”. Brand identity has to consider multiple aspects, such as the desired positioning and the personality (de Chernatony, 1999), which are attenuated by the organizational culture and the relationships staff build with stakeholders. Facilitated by munication mechanisms (Kapferer, 1997), the brand identity forms associations in the consumer’s mind resulting in a brand image. Both concepts are interrelated and through assessing the congruence between brand identity and image this enables corporations to refine their brand strategy (van Rekom, 1997。 Gronhaug et al., 2020。 G252。 Brand extensions。 外文 原文 : The effect of brand extension strategies upon brand image This paper was developed during the first author’s research stay at the Centre for Research in Brand Marketing, Birmingham Business School, supported by the “Ministerio de Educaci243。 Brand image。 Hogg et al., 2020). One of the challenges for marketers is how to determine the associations consumers have of specific brands. Suggestions are provided by writers such as Low and Lamb (2020) who developed a protocol to measure brand image. Even though relating the measurement of brand image directly to the product appears a reasonable way to determine what is in the consumer’s mind, it should be realised that often products are marketed under an umbrella brand strategy, which could lead to a more general brand image. Keller (1993) argues that within multidimensional brand images, direct associations are seen with both the product and the brand. It is therefore appropriate to consider a method for measuring the dimensions of a brand’s image that can be used for various product categories and various brands (Aaker, 1996b). When studying a brand’s image it should be realized that this is not static and is influenced by the numerous decisions that the pany takes about its brand over time. A frequently adopted strategy is that of brand extension. There are several reasons for the popularity of brand extension strategies. For example, the cost of launching a new brand in consumer markets is very high (Pitta and Katsanis, 1995), and the probability of the success for a new product is higher with a wellknown parent brand (Aaker, 1991). With the popularity of brand extensions, there is notable literature on the subject exploring how consumers behave as a result of different brand extensions. Specifically, attention has focused on how different variables related to the parent brand (. brand quality, brand reputation, brand breadth, familiarity, etc.) and the extension considered influence consumers. The majority of studies have considered those aspects that increase the success of a brand extension. However, some studies have been concerned with the negative effect that the newly extended brand may have on the parent brand (Loken and John, 1993。 Park and Kim, 2020。 John et al., 1998). Some of these studies have allowed researchers to investigate different kinds of brands (real and fictitious) across a broad range of extensions, thereby allowing the analysis of the joint effect of different variables. Nevertheless, this technique has received criticism from some authors because of the external validity problems (Kind and Smith, 2020) and the occasional use of hypothetical brands