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 overa...

One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand. In this article, we propose that the importance of perceived fit in extension evaluations is moderated by construal level. We draw upon construal level theory, which posits that individuals can construe stimuli in their environments in t...

Brand extension has been recognised as a strategic asset by most companies. Faced with razor-thin margin pressures, many Asian companies are seeing the eminence of extending their successful business-to-business (B2B) brands to the business-to-consumer (B2C) market. In this paper we examine the role of the perceived fi t between a parent B2B brand and its extension product. We apply the Aaker a...

The influence of brand extensions on the parent brand is important to seen has explored the effects of actual experience with them despite the fact that perceptions based on experience are imunderstand because they may change its core beliefs and thus either enhance or jeopardize its positioning. However, previous research has focussed on portant determinants of product knowledge (Smith and Swi...

Purpose This research examines current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high versus low perceived environmental impact. Design/Methodology/Approach Response to online surveys by 602 pet-owners at social networking websites. The quasi...

Brand extension is the behavior of applying an established brand to enter new product categories. Its success depends on the perception of attribute similarity between the original brand and the extension product. In this study, 16 participants were required to decide the suitability of extending the brand in stimulus 1 to the product category in stimulus 2 during a S1-S2 paradigm. S1 consists ...

researches show that customers attribute different human characters to products. correspondence of this attribution with the personality of customer could have a critical role in product selection and consequent success of a brand. this article is a descriptive survey on comparison of the brand personality of toshiba with four other famous brands in the it market of iran. all needed data is col...

This study examined the ERP (event-related potential) correlates of categorization processing in brand extension with irrelative task. Participants faced two sequential stimuli in a pair consisting of a soft drink brand name (S1) and a product name (S2) which comprised two categories: beverage (typical product of the brand, e.g. Coke branded soda water) and clothing (atypical product of the bra...