This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it can as a perfect Bayesian equilibrium, but the argument...

This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create...

This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We...

The main purpose of this article is to present a research study of brand extension with developing an innovative product in a new product category. A case study is presented by one of the leading Slovenian brands in the market of fast moving consumer goods. More specifically, we shall be dealing...

Brand extensions have been developing for the last decade as one of the most important growth strategy. This paper tries to point out some of the basic issues and outline the main advantages and disadvantages involved, as well as the key elements when evaluating brand extension opportunities and...

Purpose of study: The main purpose of this study is to check the impact of brand extensions on brand image. For this purpose Johnson is selected as parent brand for current research. The targeted brand extensions are Johnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear and...

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit...

Marketers are increasingly leveraging the strength of Brand to enter into various product categories. Using an extensive survey, the authors examine the evaluation of brand extensions for real brands in hypothetical product categories. Comparison of success evaluation is obtained for the...

During the last years, low price products (e.g., private label) gain increasing market shares in the German meat market. Compared to other countries the share of branded meat from integrated production chains is very low and most fresh meat is sold unlabelled. This study analyzes the advantages...