To extend or not to extend: Success determinants of brand line extensions
The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1994
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2987 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3986/viewcontent/Reddy_ExtendExtendSuccess_1994.pdf |
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| Institution: | Singapore Management University |
| Language: | English |