Aaker and Keller's brand extension theory

Masters
Essay
Miscellaneous
Pages 3 (753 words)
Download 0
This short essay presents the perspective of consumers in evaluating brand extensions by a company. The author has presented discussion on the theory by Aaker and Keller (1990) and self perspective about this subject.

Introduction

Aaker and Keller presented three dimensions of the relevance in terms of:(b) Hypotheses 2: The two products (original and extended) need to fit together in some perspectives for consumers to perceive enhanced transfer of quality from original brand to the new brand. The researchers argued that this transfer becomes weaker if direct fits are not visible.A number of researchers have presented their perspectives on the research of Aaker and Keller supported by their own surveys & experiments. The author shall not present any validation of arguments against the hypotheses of the researchers but hereby agrees that an organization need to deeply study the customer perceptions about new product ideas generated to benefit from brand extensions. Moreover, it is not easy to get consumer perceptions by just presenting the new product ideas to consumers because the attitudes towards new products need their tangible visualization rather than imaginations. ...
Download paper
Not exactly what you need?

Related papers

Brand Extension
The strength of a brand is determined by the degree of positive attitudes that the consumers possess about it which needs to be transitioned very carefully in the new markets - like innovation, value for money, shorter order fulfilment time, effective customization as per customer needs, rewarding premium customers, etc. Loken and John (1993) argued that brand extension planning should comprise of…
Brand Management: Main factors, New Trends and Research Gaps
Brand assets are difficult and expensive to develop, maintain, and adapt. The offering environment is cluttered, confused, and complex in part because of the proliferation of products, brands, and sub-brands. Dynamic market contexts with the emergence of new sub-categories make it necessary to adapt and stretch brands, putting additional strain on their ability to deliver the needed support. That…
Brand marketing
Of course, no marketing would exist without two driving forces to sustain it. These forces are the consumer and the competition. The consumer can be generally placed into two categories, a hedonic or utilitarian purchaser. Competition is based solely on brand ownership and product differentiation as they are marketed towards the customer.…
Library extension
The roof beams are supported by the exterior main columns and are placed as a rafter. A truss is not included since a roof beam can carry the roof loads and also for the reason of abiding by the design intent of having a "high ceiling" and unobstructed natural light from the glazed section of the roof. The foundation is composed of isolated footings and retaining walls for the basement part.…
Aaker and Keller's brand extension theory
Aaker and Keller presented three dimensions of the relevance in terms of:(b) Hypotheses 2: The two products (original and extended) need to fit together in some perspectives for consumers to perceive enhanced transfer of quality from original brand to the new brand. The researchers argued that this transfer becomes weaker if direct fits are not visible.A number of researchers have presented their…
Extension in Daycare Facility Hours
Less preferred is out-of-home relative care, and far more expensive is in-home nanny care. Supports for childcare, such as offers of free babysitting by grandparents or other relatives are not always a clear positive factor, despite economic savings and greater feelings of parental security. When a family chooses care by relatives, emotional or time-demanding reciprocal social obligations may…