Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overall evaluations of both vertical and horizontal extensions, whereas consumer innovativeness was a negative predictor of the overall evaluations of both extensions. Perceived fit exerted a negative impact on the evaluation for vertical extension but had a positive impact on the evaluation of horizontal extension. Perceived fit also moderated the relationship between brand trust and extension evaluation for both vertical and horizontal extensions. Further, perceived fit was a significant moderator for the relationship between consumer innovativeness and vertical extension evaluation. Implications for future research and limitations were also discussed.