Clark Sinapuelas, Ian; Ram Sisodiya, Sanjay - In: Journal of Product & Brand Management 19 (2010) 1, pp. 18-26
Purpose – The purpose of this empirical paper is to determine the effects of line extension introductions on parent brand equity. Design/methodology/approach – The paper uses a cross‐sectional sample of 318 supermarket brands. A system of equations is proposed and estimated using seemingly...