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

Bottomley, Paul Andrew ORCID: https://orcid.org/0000-0001-8131-6768 and Doyle, John R. 1996. The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model. International Journal of Research in Marketing 13 (4) , pp. 365-377. 10.1016/S0167-8116(96)00018-3

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Abstract

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

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Uncontrolled Keywords:	Brand extensions; Empirical generalisations; Residual centering
Publisher:	Elsevier
ISSN:	0167-8116
Last Modified:	21 Oct 2022 09:51
URI:	https://orca.cardiff.ac.uk/id/eprint/38044

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