haku: @author McWilliam, G. / yhteensä: 4
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| Tekijä: | Lomax, W. McWilliam, G. |
| Otsikko: | Consumer Response to Line Extensions: Trial and Cannibalisation Effects |
| Lehti: | Journal of Marketing Management
2001 : APR, VOL. 17:3-4, p. 391-406 |
| Asiasana: | CONSUMERS PRODUCT DEVELOPMENT MARKETING |
| Kieli: | eng |
| Tiivistelmä: | For a brand manager, considering the launch of a new line, these two effects create tensions. The author answer the question how trial can be maximised whilst parental share loss is minimised and examine these two effects in different line extensions in the UK and Germany to understand how trial and Cannibalisation interact to affect the success of a line extension. The authors' empirical research analyses the purchase patterns of buyers of a new line, before and after the launch of the extension, and compares these with the level of Cannibalisation. The authors' aim is to understand the dynamics of consumer response to the new line. The household panel data analysis fmcg purchases shows that line extension buyers are disproportionate purchasers of the parent brand, both before and after the launch. |
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