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| Author: | Sattler, H. (et al.) |
| Title: | The impact of brand extension success drivers on brand extension price premiums |
| Journal: | International Journal of Research in Marketing
2010 : DEC, VOL. 27:4, p. 319-328 |
| Index terms: | brands prices consumer attitudes |
| Language: | eng |
| Abstract: | Purpose of this paper is to explore consumers' willingness to pay a price premium for extension product and the potential drivers on consumer's attitudes toward the extension price premium. The study measures brand extension price premiums by examining discrete choice behavior in a choice-based conjoint (CBC) analysis. The findings show that perceived advertisement support positively influences consumer attitudes toward the extension. In addition, the study reveals the monetary effects associated with several key success drivers like parent brand quality, perceived fit etc. |
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