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Consumer Evaluations of Brand Extensions

Consumer Evaluations of Brand Extensions Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Consumer Evaluations of Brand Extensions

Aaker, David A.; Keller, Kevin Lane
Journal of Marketing , Volume 54 (1): 15 – Jan 1, 1990
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References (53)

Publisher
SAGE
Copyright
© 1990 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299005400102
Publisher site
See Article on Publisher Site

Abstract

Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of “fit” between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand.

Journal

Journal of Marketing – SAGE

Published: Jan 1, 1990

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