Article1999

Consumer Perceptions of Brand Extensions: Generalising Aaker & Keller’s Model

Joanna Barrett · Ashley Roland Lye · Ponneri Venkateswarlu

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Documenting the process of consumer attitude formation toward brand extensions has proved elusive, with variations in results between Aaker & Keller’s original study and subsequent replications. This study moves beyond the student sample and adjusts for multicollinearity, providing a robust empirical foundation for generalising components of the original model. It provides general support for the model at the individual brand level.

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References

1990Consumer Evaluations of Brand Extensions 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1994The Importance of the Brand in Brand Extension 1994Replications and extensions in marketing: Rarely published but quite contrary 1988Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effects in Path Models Containing Interactions 1993Consumer evaluations of brand extensions: Further empirical results 1996The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model 1993Interpreting cross-cultural replications of brand extension research

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2018An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry 2021How loyalty extends across product categories 2011Which category to extend to – Product or service?

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