search query: @author Kim, B-D. / total: 3
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| Author: | Kim, B-D. Sullivan, M. W. |
| Title: | The effect of parent brand experience on line extension trial and repeat purchase |
| Journal: | Marketing Letters
1998 : APR, VOL. 9:2, p. 181-193 |
| Index terms: | BRANDS PRODUCTS RESEARCH CONSUMERS |
| Language: | eng |
| Abstract: | The research analyzes how consumer experience with a parent brand affects trial and re-purchase probabilities for a line extension. The "uncertainty hypothesis" is developed and tested. It is based on the premise that consumers use experience with the parent brand to infer the quality of the extension. Experience with the parent-brand increases consumers' expectation that the extension quality is high. Therefore, consumers with more parent-brand experience will be more likely to try the extension. However, they will be less likely to repurchase the extension because of the selection bias. The hypothesis is tested with scanner panel data from three product categories. The results are consistent with our hypothesis. The implications of our results on how to design market programs for new line extensions are also discussed upon. |
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