Abstract: This paper re examined A&K brand extension model by using China’s data and "Residual Centering Method".The RCM is considered to be effective in dealing with "multicllinearity" problem existed in the previous studies.The findings show that consumers’ attitudes towards brand estensions are driven primarily by the main variables and moderated via interaction terms in A&K model.Finally,brief discussions of the findings are presented.

Key words: brand extension, A&K model, residual centering method