Working Papers

Strategic Planning of Brand Extensions Using Fit and Atypicality Measures

Rajeev Batra, Peter Lenk, and Michel Wedel

Jan 1, 2009

Examines the success of brand extensions based on measures of the extending brand’s product category fit and atypicality; develops a methodology to estimate brand- and category-personality structures and levels.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.