The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model

摘要: The apparent lack of agreement between Aaker and Keller's original study (Consumer Evaluations Brand Extensions, Journal Marketing 54, 27–40, 1990) Sunde Brodie's Extensions: Further Empirical Evidence, International Research in 10, 47–53, 1993) replication how consumers form attitudes towards brand extensions indicates that further empirical evidence is required to investigate the scope propositions. Responding these concerns, we not only provide an additional data set but also undertake new analyses at level on both it (1993) set, order extend our understanding area. Consumers' toward would appear be driven primarily by perceived quality parent fit two product categories moderated interaction terms fit. Moreover, analysing results individual extension provides opportunity generalisability propositions other extensions. Whilst main effects model appears robust across extensions, weak support found for full model.