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The line extension dilemma: Greater difference or similarity to existing products? · Study

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ArticleThe line extension dilemma: Greater difference or similarity to existing products?

Dean Charles Hugh Wilkie2015

Article2015

The line extension dilemma: Greater difference or similarity to existing products?

Dean Charles Hugh Wilkie · Lester W. Johnson · Lesley White

11 citations·0/0 files stored·Journal of Brand Management

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

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1990Consumer Evaluations of Brand Extensions 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2006Brands and Branding: Research Findings and Future Priorities 1992Choice in Context: Tradeoff Contrast and Extremeness Aversion 1989Schema Congruity as a Basis for Product Evaluation 1989Consumer Preference Formation and Pioneering Advantage

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2021The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods 2021Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

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Year2015

Typearticle

Published2015-08-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations11

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.1057/bm.2015.22

openalex_workW2267137256

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