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Brand counterextensions: the impact of brand extension success versus failure

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In this article, the author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counterextensions. A counterextension is a brand extension that is launched into Category A by Brand 2 that belongs to Category B in a reciprocal direction to a launch of a previous extension into Category B by Brand 1 that belongs to Category A. The results from five studies show that customers evaluate a counterextension more favorably when the preceding extension is a success rather than a failure. Furthermore, the evaluation of the counterextension is superior if it is launched by a major brand, especially if the previous successful extension was also launched by a major brand. Finally, a successful extension indirectly dilutes a brand and results in a greater loss in choice share to a counterextension than does a failed extension. The key findings generalize to a sequence of extensions across more than one intercategory boundary..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Product development Brand equity Consumer attitudes Variance analysis Impact analysis studies Cleaning compounds
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data