Line extension versus new brand name introduction: Effects of new products discrepancy and relationship to an existing brand on the information process of new product evaluation

"Many ""new"" products enter the marketplace each year. Most of these products are not genuinely new or innovative. One estimate places the number of truly new products at less than ten percent. The other ninety percent are modified or repositioned products. A survey of new consumer products found that about ninety percent were introduced as line extensions. About five percent were introduced as brand extensions and only fewer than five percent were introduced with a new brand name. Despite the popular use of line extensions in practice, relatively little academic research has focused on consumers' responses to line extensions."

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Jung, Kwon

Contributors dc:contributor

• Viswanathan, Madhubalan
• Coupey, Eloise
• Gardner, David M.
• Moore-Shay, Elizabeth

• Business Administration, Marketing

Statement dc:rights

• Copyright 1996 Jung, Kwon

Language dc:language

eng

Identifier

9780591198553
AAI9712327
(UMI)AAI9712327

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/21687