Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy, 1997), but there is a lack of academic research to show how common they really are. The present study documents the incidence of brand extensions in three geographic consumer goods...

It is a common belief that users of a brand in one category are more likely to purchase brand extensions than non-users of the brand. This study examines whether extensions actually do facilitate purchase of the brand in a second category. We analyze one year of household purchasing data for...