Les conditions majoritairement utilisées dans les recherches antérieures sur l'extension de marque diffèrent de la réalité du marché sur plusieurs points, ce qui limite la généralisation de leurs résultats. Cet article a pour objectif de proposer et de tester empiriquement un modèle explicatif de l'attitude envers les extensions de marque afin de vérifier si les résultats obtenus dans les recherches antérieures sont confirmés dans des conditions plus proches de la réalité: projets finalisés d'extensions de marque réelles présentés à des consommateurs de la cible de ces extensions. Sur la base d'analyses des structures de covariance, l'effet direct de l'attitude envers la marque-mère sur l'attitude envers les extensions de marque est validé. Par ailleurs, les effets modérateurs de la typicalité de l'extension dans la marque-mère et de la typicalité de la marque-mère dans la catégorie d'extension sur l'effet direct de l'attitude envers la marque-mère sont également validés dans ces conditions.
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