This empirical study investigates whether brand extensions should be introduced early or late in the life cycle of a product category. The longitudinal/cross-category sample of frequently purchased consumer brands is used to analyze how the performance of brand extensions depends on order of...

In the era of hyper competition, competitive differentiation has become increasingly important. Brand extensions are used by companies across various industries for competitive differentiation. But in the era of hyper competition, a successful differentiation strategy requires that a brand...

Globalisation imposes transition in the spatial competition relationships, specifically the abandonment of a competition domain coinciding with specific physical or administrative contexts (a product category, a country, a region, a geographical area, etc.). Competition in global markets shapes...

A substantial number of current Hollywood productions are remakes of earlier motion pictures. This research investigates the economic implications of this strategy. It develops a conceptual framework of brand extension success in the movie industry that builds upon the sensations and familiarity...

The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. Among the risks of brand extension, there is also the one to stimulate a reaction of counterextension by competitors. Previous research showed that...

Firms routinely face the challenging decision of whether to enter a new market where a firm's strong presence in an existing market has a positive influence (the leverage effect) on product adoption in the new market, but the reciprocal social influence on the existing market is negative (the...

Despite their strategic importance firm’s motivations to extend brands have received only modest attentions by marketing scholars. We use multiple events duration models to examine the timing of launching brand extensions. We provide a theoretical framework of brand extensions based on the...

Las extensiones de marca se han convertido en una de las estrategias más utilizadas por las empresas para el lanzamiento de nuevos productos. El éxito de las extensiones va a depender fundamentalmente de cómo son aceptadas por los consumidores, por ello, este trabajo propone un modelo que...

The aim of this study was to present selected aspects of consumer behavior towards brands in crisis situations. The perception of component elements of brands as well as the perception of prices were accepted as differentiating criteria. For every criterion three analytic levels were considered,...

Brand extension strategy, based on the idea that the built-in value of the familiar brand name is transferable to new products. The major aim of this research paper was to find out that how consumer evaluate brand Extension. Authors have used four variables to establish the relationship with the...