Brand Extensions: A Qualitative Meta-Analysis Of 20 Years Of Marketing Research

Abstract

Brand extensions, or new product introductions under an existing brand name, have become increasingly popular over the past 20 years. Marketers tout brand extensions as enjoying higher market share and profitability than launching new brand names that require exorbitant advertising expenditures (Smith & Park 1992). According to some estimates, brand extensions account for more than 90% of new product introductions in some categories (Volckner & Sattler 2002). However, one study found that 27% of line extensions failed (Reddy, et al 1994). (1981)(1982)(1983)(1984)(1985)(1986)(1987)(1988)(1989)(1990)(1991)(1992)(1993)(1994)(1995)(1996)(1997)(1998)(1999)(2000). They suggest three propositions that represent three major conclusions reached by the studies and present evidence of support for each. Furthermore, excessively stretching the brand to various products may risk brand dilution. A brand extension failure is seen as harming the parent brand. The authors provide a qualitative meta-analysis that summarizes sixty-three articles comprising the brand extension research over the past twenty years

Strategic directions on innovation management – a conceptual framework

“…Literature reviews and qualitative meta‐analysis are applied in scientific articles that are published in top‐ranked journals dealing with future aspects of management and widely accepted (Lehmann, 1996). Examples are Prosser and St. James (2003), Hauser et al (2006), Krishnan and Ulrich (2001) or Montoyaweiss and Calentone (1994).…”