Consumer evaluations of brand extensions: Further empirical results

Abstract

A replication of Aaker and Keller's study of consumer evaluations of brand extensions examines the extent to which the findings of this exploratory study generalise. We provisionally conclude that consumer acceptance of a proposed brand extension will tend to be higher if: (1) the perceived quality of the brand is high, (2) there is perceived fit between the two product categories, especially in terms of the transferability of the skills and the complementarily of the two products, (3) the extension is in a category which is difficult to make. However, further testing and refinement of these hypotheses and measures are needed in order to produce results which are general enough on which to base marketing strategy.