durables or services). Further research could extend the model by exploring possible structural relationships among other important success drivers of extensions which can improve the predictive power of the model. Our respondents are from a single country (India) and may raise the question of generalizability of our results to other countries. Additional studies can investigate the impact of culture on the consumer evaluation of extensions. References Aaker, D. A. (1990) Brand extensions: the good, the bad, and the ugly. Sloan Management 31, 47-56. Review, Aaker, D. A. & Keller, K. L. (1990) Consumer Evaluations of Brand Extensions. Journal of 27-41. 54, Marketing, Ajzen, I. & Fishbein, M. (1980) Understanding attitudes and predicting social. Behaviour. Englewood Cliffs, NJ: Prentice-Hall. Bagozzi, R. P. & Yi, Y. (1988) On the evaluation of structural equation models. Journal of the 16, 74-94. Academy of Marketing Science, Baron, R. M. & Kenny, D. A. (1986) The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of 1173 - 1182. 51, personality and social psychology, Barone, M. J., Miniard, Paul W. & Romeo, Jean B. (2000) The Influence of Positive Mood on Brand Extension Evaluations. 26, 386-400. Journal of Consumer Research,
durables or services). Further research could extend the model by exploring possible structural relationships among other important success drivers of extensions which can improve the predictive power of the model. Our respondents are from a single country (India) and may raise the question of generalizability of our results to other countries. Additional studies can investigate the impact of culture on the consumer evaluation of extensions. References Aaker, D. A. (1990) Brand extensions: the good, the bad, and the ugly. Sloan Management Review, 31, 47-56. Aaker, D. A. & Keller, K. L. (1990) Consumer Evaluations of Brand Extensions. Journal of Marketing, 54, 27-41. Ajzen, I. & Fishbein, M. (1980) Understanding attitudes and predicting social. Behaviour. Englewood Cliffs, NJ: Prentice-Hall. Bagozzi, R. P. & Yi, Y. (1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. Baron, R. M. & Kenny, D. A. (1986) The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51, 1173 - 1182. Barone, M. J., Miniard, Paul W. & Romeo, Jean B. (2000) The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, 26, 386-400.
1420803237.docx