The Context (In)Dependence of Low-Fit Brand Extensions

Low-fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions in which low-fit extensions can succeed. Specifically, the authors show that the extent to which consumers...

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Veröffentlicht in:	Journal of marketing 2023-01, Vol.87 (1), p.114-132
Hauptverfasser:	Mathur, Pragya, Malika, Malika, Agrawal, Nidhi, Maheswaran, Durairaj
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers
Online-Zugang:	Volltext
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