search query: @author Brodie, R. J. / total: 6
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| Author: | Sunde, L. Brodie, R. J. |
| Title: | Consumer evaluations of brand extensions: further empirical results |
| Journal: | International Journal of Research in Marketing
1993 : MAR, VOL. 10, p. 47-53 |
| Index terms: | BRANDS CONSUMERS QUALITY MARKETING |
| Language: | eng |
| 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 generalize. The authors 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 a perceived fit between the two product categories, especially in terms of the transferability of the skills and the complementarity of the two products; (3) the extension is in a category which is difficult to make. |
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