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