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

Abstract

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.