A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

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 …