Table 4 Failed vs survivor line...

Table 4

Failed vs survivor line extension logistic regression model

Variable	$β$	SE	Wald	df	p	Odds ratio	95% CI for odds ratio
Variable	$β$	SE	Wald	df	p	Odds ratio	Lower	Upper
*Line extension performance*
Mean penetration	1.55	0.08	419.20	1	0.00	4.69	4.05	5.44
Mean repeat-buyer rate	0.01	0.00	274.61	1	0.00	1.01	1.01	1.01
*Category and parent brand*
Category type – food	0.34	0.05	46.28	1	0.00	1.41	1.27	1.55
Parent brand share size			58.47	2	0.00
Parent brand share size – big	0.27	0.05	28.67	1	0.00	1.31	1.19	1.45
Parent brand share size – small	−0.25	0.09	7.22	1	0.01	0.78	0.65	0.94
Constant	−0.99	0.07	218.93	1	0.00	0.37

Variable	$β$	SE	Wald	df	p	Odds ratio	95% CI for odds ratio
Variable	$β$	SE	Wald	df	p	Odds ratio	Lower	Upper
Line extension performance
Mean penetration	1.55	0.08	419.20	1	0.00	4.69	4.05	5.44
Mean repeat-buyer rate	0.01	0.00	274.61	1	0.00	1.01	1.01	1.01
Category and parent brand
Category type – food	0.34	0.05	46.28	1	0.00	1.41	1.27	1.55
Parent brand share size			58.47	2	0.00
Parent brand share size – big	0.27	0.05	28.67	1	0.00	1.31	1.19	1.45
Parent brand share size – small	−0.25	0.09	7.22	1	0.01	0.78	0.65	0.94
Constant	−0.99	0.07	218.93	1	0.00	0.37

Note(s):

The strongest predictor of longer LE survival is the mean penetration of the LE. Repeat-buyer rate is also a significant predictor, but it does not have a substantive role in survival

Source(s): Authors’ own work

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