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| Author: | Chintagunta, P. |
| Title: | Investigating the effects of a line extension or new brand introduction on market structure |
| Journal: | Marketing Letters
1996 : OCT, VOL. 7:4, p. 319-328 |
| Index terms: | MARKET STRUCTURE BRANDS LOCATION PROBLEM |
| Language: | eng |
| Abstract: | Market structure has been characterized by the locations of brands in the perceptual space of households and the importance weights associated with the attributes of this perceptual map. It is hypothesized that a line extension or a new brand introduced into this market could potentially affect the brand locations or the importance weights. It is shown how a simple extension of a recent approach to market structure analysis enables us to empirically identify which, if any of these aspects of market structure is affected by the line extension or new brand. |
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