Advanced Search
MyIDEAS: Login

The Simple Economics of Brand Stretching

Contents:

Author Info

  • Lynne M. Pepall

    (Tufts University)

Abstract

We analyze brand stretchingthe extension of a successful brand label from an initial home market to a different product lineusing a model that assumes that brand identity is a complementary feature that enhances consumer willingness to pay. Our analysis implies a pattern of brand-stretching entry in which (1) firms with strong brand identities may prefer to extend their brands to markets that are "far" from their original product line, and (2) fragmented or unconcentrated markets with no strong incumbent brands are attractive entry targets for brand extension.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://www.journals.uchicago.edu/cgi-bin/resolve?JB750306
File Function: main text
Download Restriction: Access to the online full text or PDF requires a subscription.

As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Business.

Volume (Year): 75 (2002)
Issue (Month): 3 (July)
Pages: 535-552

as in new window
Handle: RePEc:ucp:jnlbus:v:75:y:2002:i:3:p:535-552

Contact details of provider:
Web page: http://www.journals.uchicago.edu/JB/

Related research

Keywords:

Other versions of this item:

References

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  1. Choi, Jay Pil, 1998. "Brand Extension as Informational Leverage," Review of Economic Studies, Wiley Blackwell, vol. 65(4), pages 655-69, October.
  2. William A. Masters & Margaret S. McMillan, 1999. "A Political Economy Model of Agricultural Taxation, R&D, and Growth in Africa," Discussion Papers Series, Department of Economics, Tufts University 9903, Department of Economics, Tufts University.
  3. Drusilla K. Brown & Alan V. Deardorff & Robert M. Stern, 1999. "U.S. Trade and Other Policy Options and Programs to Deter Foreign Exploitation of Child Labor," Discussion Papers Series, Department of Economics, Tufts University 9904, Department of Economics, Tufts University.
  4. Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
  5. William A. Masters & Margaret S. McMillan, 1999. "Ethnolinguistic Diversity, Government Expenditures and Economic Growth Across Countries," Discussion Papers Series, Department of Economics, Tufts University 9902, Department of Economics, Tufts University.
  6. Margaret S. McMillan, 1999. "Foreign Direct Investment: Leader or Follower?," Discussion Papers Series, Department of Economics, Tufts University 9901, Department of Economics, Tufts University.
Full references (including those not matched with items on IDEAS)

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
This item has more than 25 citations. To prevent cluttering this page, these citations are listed on a separate page.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:ucp:jnlbus:v:75:y:2002:i:3:p:535-552. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.