David Aaker 02.Consumer Evaluations of Brand Extensions外文翻译.pdfVIP

Consumer Evaluations of Brand Extensions Author(s): David A. Aaker and Kevin Lane Keller Source: Journal of Marketing, Vol. 54, No. 1 (Jan., 1990), pp. 27-41 Published by: American Marketing Association Stable URL: /stable/1252171 . Accessed: 24/07/2013 09:26 Your use of the JSTOR archive indicates your acceptance of the Terms Conditions of Use, available at . /page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. This content downloaded from 35 on Wed, 24 Jul 2013 09:26:51 AM All use subject to JSTOR Terms and Conditions David A. Aaker Kevin Lane Keller Consumer Evaluations of Brand Extensions Two studies were conducted to obtain insights on how consumers form attitudes toward brand exten- sions, (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