Article1994

To Extend or Not to Extend: Success Determinants of Line Extensions

Srinivas K. Reddy · Susan L. Holak · Subodh Bhat

309 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Srinivas K. Reddy, Susan L. Holak, Subodh Bhat, To Extend or Not to Extend: Success Determinants of Line Extensions, Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 243-262

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1987The Concept of Corporate Strategy 1991Managing Brand Equity 1988First-mover advantages 1986Strategic Brand Concept-Image Management 1982Adapting to Environmental Jolts 1993Consumer Behavior: Buying, Having and Being 1980Strategy, Distinctive Competence, and Organizational Performance 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

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