Consumer Perceptions of Brand Extensions : Generalising Aaker & Keller ’ s Model

  title={Consumer Perceptions of Brand Extensions : Generalising Aaker & Keller ’ s Model},
  author={Joanna Barrett and Ashley Lye and Pothapragada Venkateswarlu},
Documenting the process of consumer attitude formation toward brand extensions has proved elusive, with variations in results between Aaker & Keller’s original study and subsequent replications. This study moves beyond the student sample and adjusts for multicollinearity, providing a robust empirical foundation for generalising components of the original model. It provides general support for the model at the individual brand level. * Joanna Barrett works in the Marketing Department of Power… CONTINUE READING
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