Consumer Evaluation of Brand Extensions: An Assessment from Bangladesh
Journal of Business Administration, Institute of Business Administration, University of Dhaka, Bangladesh, 2007
16 Pages Posted: 21 Oct 2016
Date Written: 2007
This paper tests Aaker and Keller’s (1990) brand extension model that has been designed and tested in a series of developed economies to see if it applies to Bangladesh, a developing country. A questionnaire was developed using similar rating scales to those used b Aaker and Keller. The dependent variable, the overall attitude toward the extension, was an average of two dimensions: the overall perceived quality of the extension and the purchase probability of buying the extension. ‘Residual Centering’ regression approach was used for analyzing the data. Results suggest that there is some international heterogeneity in the way that consumers evaluate brand extension. Major findings of this study, limitations, and directions for future research have been suggested.
Keywords: Quality, Transfer, Fit, Residual Centering Regression Approach
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