Predicting retail brand extension strategy success: A consumer based model
This paper proposes and tests a new more comprehensive model of concept testing for new retail products and brand extensions based upon fit and categorisation theory. Using an in-store survey of 334 store customers and four retail brand extensions into new businesses, the results indicate
that retail brand extension success is based on perceptual extension-fit judgments of relevance, concept fit, typicality and understanding. The model should assist retailers to better analyse their existing extension strategy and evaluate more accurately the potential success for new extensions.
Keywords: BRAND EXTENSIONS; CATEGORISATION THEORY; CONCEPT TESTING; CONSUMERS; NEW PRODUCT DEVELOPMENT; REGRESSION; UK
Document Type: Research Article
Publication date: 01 June 2014
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
- Terms & Conditions
- About
- Curation
- Information for Creators
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content