Empirical generalizations from brand extension research: How sure are we?

    Authors

    R. Echambadi; I. Arroniz; W. Reinartz;J. Lee

    Comments

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    Abbreviated Journal Title

    Int. J. Res. Mark.

    Keywords

    brand extensions; empirical generalizations; replications; multicollinearity; residual-centering; MULTIPLE-REGRESSION; MODELS; Business

    Abstract

    Bottomley and Holden [Bottomley, P.A., and Holden, S.J.S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38, 494-500.] conducted a secondary analysis of Aaker and Keller's [Aaker, D.A., and Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27-41.] seminal brand extension study and seven other close replications, generated several empirical generalizations, and, hence called for a revision of the extant understanding of brand extension evaluations. We re-examine Bottomley and Holden's conclusions. We prove analytically that the simple effects estimated by B&H are incorrect, thereby rendering some of their generalizations suspect. We re-analyze the same data using appropriate statistical techniques, and our new results clarify the understanding of how consumers indeed evaluate extensions. Specifically, we find that, although the simple effects of neither parent brand quality nor measures of fit affect evaluations of brand extensions, the interaction effects of parent brand quality with fit are important determinants of brand extension evaluations. We discuss the substantive implications of our findings and offer directions for future research. (c) 2006 Elsevier B.V. All rights reserved.

    Journal Title

    International Journal of Research in Marketing

    Volume

    23

    Issue/Number

    3

    Publication Date

    1-1-2006

    Document Type

    Article

    Language

    English

    First Page

    253

    Last Page

    261

    WOS Identifier

    WOS:000240882900003

    ISSN

    0167-8116

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