How do line extensions impact brand sales? The role of feature similarity and brand architecture

Name: How do line extensions impact brand sales? The role of feature similarity and brand architecture
Author: Sezen, B., Pauwels, K., Ataman, Mehmet Berk

İsim	How do line extensions impact brand sales? The role of feature similarity and brand architecture
Yazar	Sezen, B., Pauwels, K., Ataman, Mehmet Berk
Basım Tarihi:	2023-11
Basım Yeri	- Springer
Konu	Brand architecture, Branding, Cannibalization, Categorization theory, Line extensions
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	2050-3318
Kayıt Numarası	14efb8fc-4a72-42e8-ad64-cea969e38f85
Lokasyon	Business Administration
Tarih	2023-11
Örnek Metin	Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company’s portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization.
DOI	10.1057/s41270-023-00265-z

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How do line extensions impact brand sales? The role of feature similarity and brand architecture

Yazar Sezen, B., Pauwels, K., Ataman, Mehmet Berk

Basım Tarihi 2023-11

Basım Yeri - Springer

Konu Brand architecture, Branding, Cannibalization, Categorization theory, Line extensions

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 2050-3318

Kayıt Numarası 14efb8fc-4a72-42e8-ad64-cea969e38f85

Lokasyon Business Administration

Tarih 2023-11

Örnek Metin Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company’s portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization.

DOI 10.1057/s41270-023-00265-z