Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

Sonja Sarasvuo*, Veronica Liljander, Kari Haahtela

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)


This study explores buyer perceptions of corporate brand extension attractiveness in B2B services, focusing on influencing roles of corporate image, extension fit, and other sources of extension appeal. Two case companies are explored qualitatively in the facility service and industrial consultancy industries, including 28 semi-structured interviews with buyers of the corporate brand's original services and service extensions. Corporate brand heritage, breadth and extension frequency influenced brand extension attractiveness. Image fit and service fit were identified as dimensions of brand extension fit, while other sources of attractiveness related to service characteristics and the buying context, including buyer-seller relationship strength and the characteristics of the buying process. By exploring buying experience over time, the dynamic natures of brand extension attractiveness and fit are discussed. This study contributes to brand extension research by identifying novel sources of brand extension attractiveness to guide future studies, and by adding new understandings of the benefits and risks of business growth through extending brands in B2B service markets.

Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Pages (from-to)69-85
Number of pages17
Publication statusPublished - 11.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • B2B branding
  • B2B service
  • Brand extensions
  • Corporate brand
  • Corporate image
  • Perceived fit


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