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Consumer Evaluations of Brand Extensions

David A. Aaker and Kevin Lane Keller
Journal of Marketing
Vol. 54, No. 1 (Jan., 1990), pp. 27-41
DOI: 10.2307/1252171
Stable URL: http://www.jstor.org/stable/1252171
Page Count: 15
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Consumer Evaluations of Brand Extensions
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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.

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