Bhat, Subodh; Kelley, Gail E.; O’Donnell, Kathleen A. - In: Journal of Product & Brand Management 7 (1998) 1, pp. 41-50
We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the new product and the existing brand, brand extensions, sub‐brands, and nested brands are about equally preferred....