Could the Results of Consumer Research in the Case of Manufacturer's Brand Extension Be Transferred to the Brand Extension of Private Lables – an Exploratory Study

Marlboro jeans, Kellog’s cheese and Nivea hair colouring are products marketed under a brand name with only a limited connection to the company’s original products. The situation is similar with private labels. The two are comparable: A brand extension is when a firm uses an established brand name to introduce a new product. In this respect we are tempted to ask whether the con-sumer behaviour related findings of manufacturers’ brand extensions apply to private labels. It is the goal of this article to acquire the basic behavioural explanation of private label extension. First empirical results concerning this matter are presented.



Citation:

Bernhard Swoboda, Sara Samadi, and Thomas Foscht (2005) ,"Could the Results of Consumer Research in the Case of Manufacturer's Brand Extension Be Transferred to the Brand Extension of Private Lables – an Exploratory Study", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 84-91.

Authors

Bernhard Swoboda, Prof. Dr.
Sara Samadi, Dipl.-Kffr.
Thomas Foscht, Prof. Dr.



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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