Brand extension of hedonic vs utilitarain products

Abstract

This study examines how brand success is affected when brand extension is carried out in a hedonic product as opposed to a utilitarian product. The identified brands in focus were Sabyasachi and Lifestyle and the extension was carried out in perfumes and bathing bar for both brands. It also explores the preferential choice of customers between small packaging and large packaging when brand extension in hedonic product takes place. Brand success for extension in hedonic product i.e., perfumes surpassed success in extension in utilitarian product i.e., bathing bar. Small packaging was favored for hedonic products.