Concepedia

Category Extension

Category Extension is a type of brand extension strategy in which a company introduces a new product or service in a different product category from its core offering, leveraging the parent brand's equity while targeting distinct consumer needs and market segments.

59

Publications

4.7K

Citations

103

Authors

57

Institutions

Publications per year

2017–2026

5

Variants

Category Extensions

Parents

Publications

59

The Importance of the Brand in Brand Extension

Susan M. Broniarczyk, Joseph W. Alba · Journal of Marketing Research · 1994 · 803 citations

, , +16

The Effects of Ingredient Branding Strategies on Host Brand Extendibility

Kalpesh Kaushik Desai, Kevin Lane Keller · Journal of Marketing · 2002 · 394 citations

, , +15

The Importance of the Brand in Brand Extension

Susan M. Broniarczyk, Joseph W. Alba · Journal of Marketing Research · 1994 · 371 citations

, , +16

Substitution in Use and the Role of Usage Context in Product Category Structures

S. Ratneshwar, Allan D. Shocker · Journal of Marketing Research · 1991 · 336 citations

, , +6

The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1

Rohini Ahluwalia, Zeynep Gürhan‐Canlı · Journal of Consumer Research · 2000 · 287 citations

, , +13

1–5 of 59

Authors

103

  1. LE
    Leif E. Hem

    Norwegian School of Economics, Norway

    5 publications · 176 citations

    5

    h-index

  2. XW
    Xiaoyi Wang

    Zhejiang University, China

    4 publications · 249 citations

    4

    h-index

  3. QM
    Qingguo Ma

    Zhejiang University, China

    4 publications · 249 citations

    4

    h-index

  4. KL
    Kevin Lane Keller

    Dartmouth College, United States

    3 publications · 552 citations

    3

    h-index

  5. DB
    Dominique Bourn

    Laboratoire de Mathématiques Blaise Pascal, France

    3 publications · 102 citations

    3

    h-index

1–5 of 103

Institutions

57

  1. Zhejiang University

    Hangzhou, China

    4 h-index

    14 publications

    916 citations

  2. Dartmouth College

    Hanover, United States

    3 h-index

    3 publications

    552 citations

  3. Norwegian School of Economics

    Bergen, Norway

    3 h-index

    5 publications

    207 citations

  4. University of California, Los Angeles

    Los Angeles, United States

    2 h-index

    4 publications

    179 citations

  5. The University of Texas at Austin

    Austin, United States

    2 h-index

    2 publications

    1.2K citations

  6. Laboratoire de Mathématiques Blaise Pascal

    Aubière, France

    2 h-index

    3 publications

    130 citations

  7. Cheyney University of Pennsylvania

    West Chester, United States

    2 h-index

    2 publications

    1.2K citations

  8. UCLouvain

    Louvain-la-Neuve, Belgium

    2 h-index

    2 publications

    40 citations

1–8 of 57

Venues

  1. Journal of Marketing Research

    6 publications · 1.8K citations

    6

    h-index

  2. Journal of Product & Brand Management

    4 publications · 160 citations

    4

    h-index

  3. Neuroscience Letters

    3 publications · 181 citations

    3

    h-index

  4. Journal of Business Research

    JBR · 3 publications · 103 citations

    3

    h-index

  5. Journal of Consumer Research

    JCR · 3 publications · 620 citations

    3

    h-index

1–5