Firms in various industries with highly competitive environments use new product preannouncement (NPP) as one of the most effective and popular signaling tools. Preannouncements can bring both benefits and costs to firms. Extant research has studied NPP from different perspectives and tackled...

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...