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Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm Cover

Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm

NIM Marketing Intelligence Review
Volume 5 (2013): Issue 1 (May 2013)
By: Timothy B. Heath,  Devon DelVecchio and  Michael S. McCarthy  
Open Access
|Jul 2014

References

  1. Ahluwalia, Rohini (2008), “How Far Can a Brand Stretch? Understanding the Role of Self-Construal”, Journal of Marketing Research, Vol. 45 (June), pp. 337§-§350.
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  2. McCarthy, Michael S.; Timothy B. Heath; Sandra J. Milberg (2001), “New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice”, Marketing Letters, Vol. 12 (February), pp. 73§-§88.
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  3. Zimmer, Mary R.; Subodh Bhat (2004), “The Reciprocal Effects of Extension Quality and Fit on Parent Brand Attitude”, Journal of Product & Brand Management, Vol. 13 (1), pp. 37§-§46.
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DOI: https://doi.org/10.2478/gfkmir-2014-0024 | Journal eISSN: 2628-166X
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Language: English
Page range: 31 - 37
Published on: Jul 16, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Brand Management,
Line Extensions,
Product Lines,
Brand Evaluations
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Timothy B. Heath, Devon DelVecchio, Michael S. McCarthy, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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