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.
|Title of host publication||Doing more with less|
|Editors||Paul Ballantine, Jörg Finsterwalder|
|Place of Publication||New Zealand|
|Publisher||University of Canterbury|
|Number of pages||8|
|Publication status||Published - 2010|
|Event||Australian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand|
Duration: 29 Nov 2010 → 01 Dec 2010
|Conference||Australian and New Zealand Marketing Academy Conference|
|Period||29/11/10 → 01/12/10|
Wilkie, D. C. H., Johnson, L., & White, L. (2010). Leveraging Brand Associations in Developing Line Extensions. In P. Ballantine, & J. Finsterwalder (Eds.), Doing more with less (pp. 1-8). University of Canterbury.