RT Journal Article
SR Electronic
T1 Gaining ‘Bonus Customers’ by Stretching the Market
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 73
OP 77
DO 10.2501/JAR-41-5-73-77
VO 41
IS 5
A1 Gelb, Betsy D.
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/5/73.abstract
AB A brand that leads its product category in market share may profit from marketing only to its core segment if the product category is popular enough to become a ‘social necessity’ to others outside that core segment. Likewise, a scarce and talked-about brand, model, or entertainment vehicle may be a ‘social necessity’ even if not a category leader. If so, it may, in parallel fashion, be profitable to market only to the core segment, because others outside of that segment will purchase despite the fact that the ‘hot brand’ is neither designed for, nor advertised to, them.