Volume 4 (1999)


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 New Zealand Limited. Ashley Lye lectures in Marketing at the University of Canterbury. P. Venkateswarlu lecturers in Management Science at the University of Canterbury.


Barret, J, Lye, A and Venkateswarlu, P (1999), "Consumer Perceptions of Brand Extensions: Generalising Aaker & Keller’s Model", Journal of Empirical Generalisations in Marketing Science, Vol. 4, No. 1