Drivers of brand extension success a structural equation modeling approach

 · Brand extension is considered to be a highly plausible and essential factor for the success of new products. It is an elusive concept that adds value to the offered products and gives a competitive advantage for strategical positioning of new products in the consumers' minds.  · The authors find that fit between the parent brand and an extension product is the most important driver of brand extension success, followed by marketing support, parent-brand conviction, retailer acceptance, and parent-brand www.doorway.ru by: Results of a structural equation model based on a survey among participants show that the predominant driver of brand extension success for both luxury and nonluxury brands is overall extension fit, followed by the consumer’s involvement in the extension www.doorway.ruted Reading Time: 9 mins.

Results of a structural equation model based on a survey among participants show that the predominant driver of brand extension success for both luxury and nonluxury brands is overall. Results of a structural equation model based on a survey among participants show that the predominant driver of brand extension success for both luxury and nonluxury brands is overall extension fit, followed by the consumer’s involvement in the extension category. The authors find that fit between the parent brand and an extension product is the most important driver of brand extension success, followed by marketing support, parent-brand conviction, retailer acceptance, and parent-brand experience. The authors also find several important structural relationships among the investigated success factors (e.

Using a Bayesian nonlinear structural equation model and evaluations of. 1, brand Method. Investigating the drivers of successful brand alliances. Results of a structural equation model based on a survey among participants show that the predominant driver of brand extension success for both luxury. between Brand Equity and Brand Loyalty based on PLS-SEM Model structural equation modeling approach (PLS-SEM) statistical methods and.