.... Notarantonio can be contacted at: enotaran@bryant.edu © Emerald Group Publishing Limited 2013 Disruption Innovation Marketing strategy Competitive Brand extensions Product innovation During an off-site strategy retreat, senior management of KVH engaged in discussions around the popular...

...Yi Sheng Goh; Veena Chattaraman; Sandra Forsythe Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers' product attitudes and purchase...

...Tina Vukasovič Purpose The main purpose of this article is to present a research study of brand extension with developing an innovative product in a new product category. Design/methodology/approach A case study is presented by one of the leading Slovenian brands in the market of fast moving...

...Edwin Love PhD As she introduces us to the idea of “taste profiles,” she provides a number of engaging examples of brand extensions, both good and bad (Michelin Guides: good. Bic perfume: bad. Coke Zero: good, but poorly targeted). These taste profiles (here we are talking about the kind...

... received limited attention in the existing literature. Most research in the area of branding strategies has focused on extensions using a single parent brand that, typically, are line extensions (e.g. Reddy et al., 1994), and brand extensions (e.g. Aaker and Keller, 1990). The limited studies...

...Kenneth Thompson; David Strutton Purpose This study seeks to explore the value of using brand alliances, or co‐branding strategies, to influence consumer perceptions of new brand extensions under circumstances where the firm (parent brand) introduces new products that will be targeted to product...

...Catherine Viot Purpose Brand extension strategies have become widespread since the early 1980s. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that produce better predictions of success or failure of new products launched with a well‐known brand...

...Xin Liu; Michael Y. Hu; Pamela E. Grimm Purpose The goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process: the expectancy and relevancy of brand extensions. Design/methodology...

...Kwon Jung; Leslie Tey Purpose Past research on brand extensions has been searching for conditions for successful brand extensions. Two contradictory response patterns between fit levels and extension evaluation have been observed in past studies. This study attempts to synthesize these seemingly...

... even bothered to consider whether inexpensive smaller cars would be a good fit with the large size and more upscale luxury images associated with the Buick or Oldsmobile brands. This is in direct contrast with research on brand extensions which has found that a good fit between a new product and its...

... The limitation of the study is that it does not explore how low fit followers can overcome high fit pioneers. Practical implications Managers can better determine whether and how to introduce brand extensions as a pioneer or follower. Originality/value The originality and value lie in first examining...

... et al., 1995 ; Jedidi et al., 1999 ; Raghubir et al., 2004). Extant research shows mixed results for the effects of new product introduction on brand equity. Positive benefits accrue to the parent brand when the brand extension is similar to its parent brand (Gurhan‐Canli...

...Teresa Montaner; José M. Pina Purpose The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand breadth and extension‐brand...

.... Research implications/limitations The presence of multiple concepts (e.g. Palm handheld computer) is common in line and brand extensions, yet little research has examined such complex products. Their comprehension can be better predicted by utilizing conceptual combination theory. Practical...

...Mehdi Seltene; Olivier Brunel Purpose The objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension...

...Yu Henry Xie Purpose This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Design/methodology/approach This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions...

...Cochen Wu; Yung‐Chien Yen Purpose The purpose of this paper is to explore how the strength of brand associations, different brand breadths, and the similarity between a parent brand's product categories and its extension product categories influence consumers' attitudes toward brand extensions...

...Morven G. McEachern; Monika J.A. Schröder; Joyce Willock; Jeryl Whitelock; Roger Mason Purpose This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design...

...Sylvie Laforet Purpose This study aims to examine consumer fit perception, risks and brand trust in retail brand extension in financial services. Design/methodology/approach A total of 324 respondents living in Sheffield, UK were involved in the survey. The survey was conducted on three major...

... strategies. Marketing managers have been given a three‐step approach to line extension management. Russell Abratt is the corresponding author and can be contacted at: abratt@huizenga.nova.edu © Emerald Group Publishing Limited 2006 Brand extensions Brand management Drinks Case studies...