Line extensions have been a basis for strategic growth for many firms during the past decade. The viability of line extensions largely depends on how consumers perceive the new features of the extensions. This study examined how consumers differ in their evaluations of original products and line...

Household basket data contain important information about the structure of brand preferences both within and across product categories. This research exploits the information in long-run basket summary data to segment consumers with respect to brand preferences. The approach provides insights...

Using actual consumer choice data from a single-source scanner panel, we construct two measures of brand value which capture different aspects of brand equity. Brand Value measures perceived quality, the value assigned by consumers to the brand, after discounting for current price and recent...