The interplay of brand-line assortment size and alignability in the sales of brand-lines and line-extensions of frequently purchased products

Assortment size is paramount for brand-lines, due to its impact on performance. However, recent experimental research suggests an interaction with alignability: large nonalignable lines might be unfavorable, due to increased complexity and regrets. Using panel data, we confirm this negative interaction for brand-line sales. However, size has a strong positive effect which overcompensates for its negative interaction with nonalignability....