Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions

Schmalenbach Business Review, Vol. 64, April 2012, pp. 125-140

16 Pages Posted: 14 Apr 2012

See all articles by Alexander Rühle

Alexander Rühle

University of Cologne

Franziska Völckner

University of Cologne - Faculty of Management, Economics and Social Sciences

Henrik Sattler

University of Hamburg

Claudia Hatje

affiliation not provided to SSRN

Date Written: April 1, 2012

Abstract

This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We suggest and empirically test different effects of commonly applied success drivers on one attitude-based and three choice-behavior-based extension success measures. Our findings imply that fit and parent brand strength may not be dominant success drivers in the context of choice-behavior-based success measures. Instead, marketing support for the extension product drives choice-behavior-based brand extension success.

Keywords: Branding, Brand Extension, New Product Success, Strategy

JEL Classification: M31

Suggested Citation

Rühle, Alexander and Völckner, Franziska and Sattler, Henrik and Hatje, Claudia, Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions (April 1, 2012). Schmalenbach Business Review, Vol. 64, April 2012, pp. 125-140, Available at SSRN: https://ssrn.com/abstract=2039229

Alexander Rühle (Contact Author)

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

Franziska Völckner

University of Cologne - Faculty of Management, Economics and Social Sciences ( email )

Albertus-Magnus Platz
Cologne, D-50923
Germany

Henrik Sattler

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Claudia Hatje

affiliation not provided to SSRN

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