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Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions


  • Alexander Rühle
  • Franziska Völckner
  • Henrik Sattler
  • Claudia Hatje


This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We suggest and empirically test different effects of commonly applied success drivers on one attitude-based and three choice-behavior-based extension success measures. Our findings imply that fit and parent brand strength may not be dominant success drivers in the context of choice-behavior-based success measures. Instead, marketing support for the extension product drives choice-behavior-based brand extension success.

Suggested Citation

  • Alexander Rühle & Franziska Völckner & Henrik Sattler & Claudia Hatje, 2012. "Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 64(2), pages 125-140, April.
  • Handle: RePEc:sbr:abstra:v:64:y:2012:i:2:p:125-140

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    More about this item


    Branding; Brand Extension; New Product Success; Strategy;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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