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| Author: | McCarthy, M. S. Heath, T. B. Milberg, S. J. |
| Title: | New Brands versus Brand Extensions, Attitudes versus Choice: Experimental Evidence for Theory and Practice |
| Journal: | Marketing Letters
2001 : VOL. 12:1, p. 75-90 |
| Index terms: | BRANDS ATTITUDES CONSUMER CHOICE CONSUMERS |
| Language: | eng |
| Abstract: | The current study compares better-fitting and worse- fitting new brand names and brand extensions on brand attitudes and choice shares across situations that differ in terms of the amount of product information available and consumer knowledge of the target product category (which had limited effects), 35 mm cameras (choice-set competitors Nikon and Minolta). While brand extensions and better-fitting brands generally enjoyed more positive brand attitudes and larger choice shares, effects were moderated by product information. When information was limited to brand name and price, the better-fitting brand extension (Sony) commanded more share than did the better-fitting new brand (Optix) which in turn commanded more share than did either the worse-fitting extension (Nike) or the worse-fitting new brand (Topix). |
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