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Attitude-Based versus Coice-Behavior-Based Success of Brand Extensions 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 choicebehavior-based brand extension success. pdf 2012






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Status: 19. September 2012