Harmful Upward Line Extensions

Vertical line extension: a systematic review of research on upward ...

Purpose Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive ...

Does Upward Product Line Extension Hurt or Benefit a Firm's ...

(2010), state that a number of successful brand extensions had no/bad fit between the extended brand and the parent brand, and brands failed even though they ...

Success determinants of brand line extensions - [email protected]

evidence is presented, an article chastises Michael Miles, the new CEO of Philip Morris, for line extensions that "are ultimately damaging to brands ...

The measurement of cannibalization - Wendy Lomax - Academia.edu

Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages? Marcus Cunha Jr. 2015, Journal of Marketing.

mkt3712 CH 13: introducing and naming new products and brand ...

- research has shown that higher-quality extensions are likely to improve evaluations of the parent brand more than lower-quality extensions might harm it. 1 of ...

Impact of Vertical Line Extensions on Brand Attitudes and New ...

Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages? Journal of Marketing, 79, 50-70. Page 32. 32.

Browsing by Browsing by Keywords "Line extension" - FGV SB

Harmful upward line extensions: can the launch of premium products result in competitive disadvantages? (Amer Marketing Assoc, 2015-11) Caldieraro, Fabio ...

Brand Extension - Advantages and Disadvantages - GoPromotional

Extending the brand name too far may lead to a loss of reliability, especially if the brand extension happens in an unrelated market. Thus, ...

Consumer Responses to Vertical Service Line Extensions

Vertical line extensions extend an established brand to products at different price/quality points. In this study, we examine consumer evaluations of ...

The effect of vertical brand extensions on consumer ... - EconStor

Thus, brands can be extended upwards or downwards. Vertical-line extensions are premised on the differentiation of quality and consequently price levels within ...

Is an organic line extension interesting for consumers? - Proceedings

Harmful upward line extensions: Can the launch of premium products result in competitive disadvantages? Journal of Marketing,. 79(6), 50-70. Chintakayala ...

Extending The Line: - uu .diva

Harmful Upward Line Extensions: Can the. Launch of Premium Products Result in Competitive Disadvantages? Journal of Marketing,. [Online] 79(6) ...

Chapter 12 Brand Extensions Flashcards - Quizlet

Line extensions uses an existing brand and ... An upward extension can improve ... How can a downward brand extension harm the parent brand's image?

Price Effects on Vertical Brand Extensions: A Conceptual Framework

In fact, companies can extend their product lines to different price points upward or downward. Market evidence can be found in many product categories that ...

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Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages? Marcus Cunha Jr. Journal of Marketing, 2015.

Organic Line Extensions for mainstream brands. Is it a good strategy?

Harmful upward line extensions: Can the launch of premium products result in competitive disadvantages? Journal of Marketing, 79(6), 50-70. Carrero & Valor ...

The Logic of Product-Line Extensions - Harvard Business Review

We're afraid, however, that it may leave the impression that product-line extensions are all bad and should be sharply curtailed. While this may be true for ...

Caldieraro F Ling Jing K Cunha M 2015 Harmful upward line ...

Journal of Marketing Research, 50(3), 365–377.Czellar, S. (2003). Consumer attitude toward brand extensions: an inte-grative model and research propositions.

journal of marketing subject and author index - JSTOR

Harmful Upward Line Extensions: Can the Launch of Premium. Products Result in Competitive Disadvantages? Vol. 79, No. 6, November 2015, 50-70. Fabio ...

Bibliographies : « Product line extension - Grafiati

Such a move may increase sales, but it also risks diluting brand image. This study examines such line extensions by testing middle-quality brands that offer ...