The Effect of Competitive Rivalry Associations on Brand Extensions

This research demonstrates the extent brands benefits from existing competitive rivalry associations. In particular, it shows that market leaders (but not challenger brands) benefit from a second mover advantage even when facing established, well-known brands in the extension category. Further, we show that a low category fit hinders these effects.



Citation:

Nicolas Pontes and Vivian Pontes (2017) ,"The Effect of Competitive Rivalry Associations on Brand Extensions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1076-1076.

Authors

Nicolas Pontes, QUT Business School, Australia
Vivian Pontes, QUT Business School, Australia



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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