Determinants of Consumer Evaluations of Brand Extensions in Chile and Comparison Against Global Evidence

Brand extensions are a common marketing practice, not just in the North American and European markets, but also in the Latin American business world. In this article, we perform an empirical test of the determinants of ‘brand extensions' evaluations in a developing country such as Chile. In particular, we examine in an exploratory way the role the parent brand may play in the evaluation of the brand extension, and also the importance of “fit” between the parent brand product category and the extension category. These relationships are then tested empirically through a regression model replicating the original Aaker and Keller study (1990), and the results are compared against the world evidence