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| Author: | Echambadi, R. (et al.) |
| Title: | Empirical generalizations from brand extension research: how sure are we? |
| Journal: | International Journal of Research in Marketing
2006 : VOL. 23:3, p.253-261 |
| Index terms: | brands marketing research |
| Freeterms: | brand extensions empirical generalizations replications multicollinearity residual-centering |
| Language: | eng |
| Abstract: | This study re-examines Bottomley and Holden [Bottomley, P.A., and Holden, S.J.S (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of marketing research, 38, 494-500.] conclusions. The authors prove analytically that the simple effects estimated by B&H are incorrect, thereby rendering some of their generalizations suspect. The authors re-analyze the same data using appropriate statistical techniques. These new results clarify the understanding of how consumers evaluate brand extensions. Specifically, the authors find that, although the simple effects of neither parent brand quality nor measures of fit affect evaluations of brand extensions, the interaction effects of parent brand quality with fit are important determinants of brand extension evaluations. |
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