NDLI: The interplay of innovation, brand, and marketing mix variables in line extensions

Content Provider	Springer Nature Link
Author	Sinapuelas, Ian Clark S. Wang, Hui Ming Deanna Bohlmann, Jonathan D.
Copyright Year	2015
Abstract	Although marketers often introduce product innovations using line extensions, extant research provides little empirical evidence on whether and how this product strategy pays off. The objective of this study is to examine the effects of innovation and the relative roles of brand and marketing mix variables in the success of new line extensions. Using data from 196 new line extensions across 23 consumer packaged goods categories, the authors employ a two-stage approach to assess how innovation and parent brand strength impact line extension trial purchase. The authors find that innovative line extensions tend to have a higher level of average trial probability. The strongest marketing driver for successful innovative line extension introductions is parent brand strength. Non-innovative line extensions gain higher trial from greater distribution. The results offer guidance on how managers can better utilize brand strength and the marketing mix when employing a line extension strategy.
Starting Page	558
Ending Page	573
Page Count	16
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	43
Issue Number	5
e-ISSN	15527824
Language	English
Publisher	Springer US
Publisher Date	2015-04-10
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Line extensions Innovation New product adoption Innovative products Marketing mix variables Business/Management Science Marketing Social Sciences
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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