The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker's recommended methodology, we did so in the context of an emerging market economy such as Chile, and using a combined emic-etic research approach. Then, we investigated the cross-cultural...

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...