Consumer Evaluations of Line Extensions: A Conjoint Approach

Advances in Consumer Research, Volume 23, 1996

8 Pages Posted: 23 Mar 2014

See all articles by Moonkyu Lee

Moonkyu Lee

Yonsei University

Jonathan Lee

University of Pittsburgh

Wagner A. Kamakura

Rice University

Date Written: 1996

Abstract

Line extensions have been a basis for strategic growth for many firms during the past decade. The viability of line extensions largely depends on how consumers perceive the new features of the extensions. This study examined how consumers differ in their evaluations of original products and line extensions in terms of behavioral characteristics, using an individual-level conjoint analysis. Of particular interest was to compare and contrast the effects of consumer characteristics on evaluations of line extensions with those of brand extensions. A within-subjects conjoint experiment was conducted which involved rankings of full profiles of original products and line extensions. The results showed that subjects' evaluations of the new features of line extensions were influenced by three behavioral factors: perceived brand strength, perceived typicality, and product usage. Theoretical and managerial implications of the results are discussed.

Suggested Citation

Lee, Moonkyu and Lee, Jonathan and Kamakura, Wagner A., Consumer Evaluations of Line Extensions: A Conjoint Approach (1996). Advances in Consumer Research, Volume 23, 1996, Available at SSRN: https://ssrn.com/abstract=2412721

Moonkyu Lee (Contact Author)

Yonsei University ( email )

Seoul
Korea, Republic of (South Korea)

Jonathan Lee

University of Pittsburgh

135 N Bellefield Ave
Pittsburgh, PA 15260
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
39
Abstract Views
403
PlumX Metrics