Abstract

This article presents the results of a survey dealing with consumer acceptance of a brand extension. A questionnaire was submitted in order to gain perceptions about sixteen hypothetical brand extensions. By using some regression models, it was determined which factors affect consumer's attitude toward a brand extension. The original contribution to brand extension research is the introduction of an instructive instrument called consumption relations matrix: this tool allowed analysis to be declined into different segments of consumers with reference to brands and products tested, corresponding to different interpretations of the results.