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Articles 181 - 181 of 181
Full-Text Articles in Sales and Merchandising
To Extend Or Not To Extend: Success Determinants Of Brand Line Extensions, Srinivas K. Reddy, Susan L. Holak, Subodh Bhat
To Extend Or Not To Extend: Success Determinants Of Brand Line Extensions, Srinivas K. Reddy, Susan L. Holak, Subodh Bhat
Research Collection Lee Kong Chian School Of Business
The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of parent brand sales that may have occurred due to the line extension's introduction. The authors also explore the role of a brand's symbolic value as a factor in line extension success. Results indicate that parent brand strength and its symbolic value, early entry timing, a firm's size, …