Effects of personal brand extension strategy on customers purchase intention

Personal brand is a marketing concept which is related to a marketing strategy when an individual adopts to promote their own basic personal skills and other characteristics. Personal brand is a concept that is used extensively by well known politicians, artists and people seeking social integration, support or uniqueness. The personal brand concept and brand extension strategy are extensively examined by academics. However, it is understood that there is some gap in the literature about the studies that attempt to understand the relationship between these concepts. Therefore, this study aims to present a literature review on the concepts of personal branding and brand extension strategy and then combine these two concepts to build the concept of personal brand extension. Based on the hypothesis that brand extension strategies have a positive effect on the consumer's purchase intention, it has been investigated whether the personal brand extension strategy will have the same effect. According to the results, personal brand extension strategy has positive effects on consumer's purchase intention in certain product categories - cosmetics, fashion, technology, luxury consumption - but not in food and manufacturing product categories.