haku: @author Keller, K. / yhteensä: 4
viite: 3 / 4
| Tekijä: | Aaker, D. Keller, K. |
| Otsikko: | Interpreting cross-cultural replications of brand extension research |
| Lehti: | International Journal of Research in Marketing
1993 : MAR, VOL. 10:1, p. 55-59 |
| Asiasana: | NEW ZEALAND BRANDS CULTURE |
| Kieli: | eng |
| Tiivistelmä: | 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 findings that extension evaluations would be a function of (1) the interaction of the core brand perceived quality and extension fit amd (2) perceptions of the difficulty of making the extension product does not emerge in the replication. This comment clarifies the quality fit interaction noting that it depends on the amount of stretch that is involved in the extension. |
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