Author:
Bhat Subodh,Kelley Gail E.,O’Donnell Kathleen A.
Abstract
We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the new product and the existing brand, brand extensions, sub‐brands, and nested brands are about equally preferred. But when consumers perceive little fit, a new brand name is the most preferred, followed by nested brands, sub‐brands, and extensions, in that order.
Subject
Management of Technology and Innovation,Marketing
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