search query: @author Aaker, D. A. / total: 27
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| Author: | Aaker, D. A. Keller, K. L. |
| Title: | Interpreting cross-cultural replications of brand extension research |
| Journal: | International Journal of Research in Marketing
1992 : MAR, VOL. 10, p. 55-59 |
| Index terms: | BRANDS MARKETING RESEARCH PRODUCTS |
| Language: | eng |
| Abstract: | A replication in New Zealand by Sunde and Brodie of one portion of the Aaker and Keller 1990 brand extension research supports some of the results of the latter. However, Aaker and Keller's finding that extension evaluations would be a function of (1) the interaction of the core brand perceived quality ad extension fit and (2) perceptions of the difficulty of making the extension product does not emerge in the replication. The comment presented in this article clarifies the quality fit interaction noting that it depends upon the amount of stretch that is involved in the extension. Other possible explanations for the apparent discrepancy are also discussed. |
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