Several years back, the brand LUX of HLL's beauty soap was extended to shampoos. Similarly Dabour's Vatika hair oil … brand was extended to shampoos a couple of years back. This practice of extending brand name of one product line to another … is named as brand extension advertising. The advantages are many like carry forwarding the brand image of one product …

favorable parent brand associations and, hence, demonstrate a greater degree of success. To fully understand the success of a … line extension, its impact, or spillover, on the parent brand must also be taken into account. This prompts the research … question: Will a line extension help or hurt the parent brand? That is, will the introduction of the line extension result in …