Leveraging Brand Associations in Developing Line Extensions

Dean C.H. Wilkie, Lester Johnson, Lesley White

Research output: Book chapter/Published conference paperConference paperpeer-review

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The objective of this research is to explain the market performance of line extensions as aresult of the type of line extension, the order in which it enters the brand's range, and the wayin which consumers may use existing brand associations to evaluate it. Consumer scan datafrom a range of line extensions across different brands of vitamin health supplements hasbeen modelled to provide an empirical analysis. The results indicate that the performance of aline extension is influenced by its order of entry, by the type of line extension and is moresuccessful when it shares similar attributes with existing products. The implications formanagers are that by understanding these results, it will help improve a manager's evaluationof the market potential of any new product concept, which will lead to cost efficiencies withinthe new product development process and greater success within the market place.
Original languageEnglish
Title of host publicationDoing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationNew Zealand
PublisherUniversity of Canterbury
Number of pages8
ISBN (Electronic)9780473178192
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand
Duration: 29 Nov 201001 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand


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