Re-Examining the Wisdom of Brand Extensions: the Effects of Competitor Familiarity and Product Information on Risk and Choice
We examine the ecological validity of prior brand extension research by testing in a more realistic marketplace scenario. Specifically, we investigate the effects of competitor brand familiarity and product information availability on the success of brand extensions relative to established competitor brands. We find that brand extensions succeed best when competitor brands are less wellknown and information is limited. When competitors are wellknown or when information is available, brand extension success is more limited than previously predicted.
Sandra Milberg, Francisca Sinn, and Ronald C. Goodstein (2006) ,"Re-Examining the Wisdom of Brand Extensions: the Effects of Competitor Familiarity and Product Information on Risk and Choice", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 121-127.
Sandra Milberg, Universidad Adolfo Ibañez, Chile
Francisca Sinn, Universidad Adolfo Ibañez, Chile
Ronald C. Goodstein, Georgetown University, USA
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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