Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …

It is a common belief that users of a brand in one category are more likely to purchase brand extensions than non …-users of the brand. This study examines whether extensions actually do facilitate purchase of the brand in a second category …-category purchasing brand extensions achieve. We investigate 98 extensions across 30 CPG category pairings. This study finds:• Purchasing …

bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that … found the majority of promotion buyers had bought the brand before. The study here uses data from 9 product categories and … finds that on average, 58% of consumers who buy a brand on promotion have bought it in the past 26 weeks. The proportion of …