Liam Tincknell

Find Liam Tincknell on

Masters Student

Bachelor of Business with Distinction

Thesis topic

“Parent vs Brand extension: How Locomotive and Assessment Language Effects Virality”

Thesis project

Brand-extension strategies enhance the success chances of new products by leveraging the brand image and awareness of their parent brand. As a result, the vast majority of new products in any one year are brand extensions However, on average only 50% of brand extensions survive after three years. This demonstrates that despite how important and widespread extensions are, managers still do not know how to effectively manage new extensions. The aim of this project is to demonstrate how language in firm generated social media content can be more effectively used by managers of brand extension to increase virality and exposure. Findings will have managerial implications and contribute to both viral marketing and brand extension literature.

Supervisor details

Dr Frank Mathmann – Principal Supervisor – AMPR – QUT Business School

Professor Benno Torgler – Associate Supervisor – Economics & Finance – QUT Business School