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Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions

Alexander Rühle, Franziska Völckner, Henrik Sattler and Claudia Hatje

Schmalenbach Business Review (sbr), 2012, vol. 64, issue 2, 125-140

Abstract: This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We suggest and empirically test different effects of commonly applied success drivers on one attitude-based and three choice-behavior-based extension success measures. Our findings imply that fit and parent brand strength may not be dominant success drivers in the context of choice-behavior-based success measures. Instead, marketing support for the extension product drives choice-behavior-based brand extension success.

Keywords: Branding; Brand Extension; New Product Success; Strategy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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Handle: RePEc:sbr:abstra:v:64:y:2012:i:2:p:125-140