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 …-category purchasing brand extensions achieve. We investigate 98 extensions across 30 CPG category pairings. This study finds:• Purchasing …

opportunity arises. A critical decision in this scenario is whether to introduce the new product under an existing brand or not … wisdom, choose to differentiate their products more when selling them under the same brand. Finally, we characterize the …

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 …