Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth
Brand managers often identify growth categories that lie beyond the reach of their current brands. This paper provides initial evidence for the viability of using intermediate brand extensions to shape parent brand associations in order to bridge the gap between an existing brand and an attractive, but distant extension category.
Citation:
Adrian Peretz and Lars Erling Olsen (2013) ,"Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Adrian Peretz, Oslo School of Management, Norway
Lars Erling Olsen, Oslo School of Management, Norway
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Felt Status, Social Contagion, and Consumer Word-of-Mouth in Preferential Treatment Contexts
Brent McFerran, Simon Fraser University, Canada
Jennifer Argo, University of Alberta, Canada
Featured
Mere and Near Completion
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
Featured
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada