Extension to alliance: Aaker and Keller's model revisited

Purpose – Since publication, Aaker and Keller's seminal paper on brand extensions has received acclaimed support and criticism. This paper aims to return to the original work and extend the frameworks presented to brand alliances. The study seeks to examine the dimensions used in the original model and attempt to identify whether the brand extension dimensions can be applied to brand alliances. Design/methodology/approach – Using quantitative research techniques through a structured study using 11 real brands in eight hypothetical alliances over 260 respondents, the study examines the reapplication of the brand extension framework to brand alliances. Findings – The study has found that, though some extension elements apply to alliances, the role of fit takes on particular importance, whereas difficulty of making assumes a minor role, and that the basic extension framework can be applied to brand alliances. Research limitations/limitations – The study used real consumer brands in hypothetical extensions and alliances with student samples from the UK. Different results may be found using alternative samples and with real brands. Originality/value – The paper adds value to the literature and to practitioners' understanding of brand leverage by identifying that, though Aaker and Keller's study framework is applicable to brand alliances, the role of fit between partners takes on a central role to the detriment of difficulty of making.