Skip to main content

Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success

Buy Article:

$51.63 plus tax (Refund Policy)


Prior research indicates that extension fit and parent brand quality are the key determinants of extension evaluations in non-competitive contexts. However, the very nature of the retail environment means that extensions are introduced into competitive contexts. Therefore, this research reinvestigates the influence and relative importance of key drivers of brand extension success within competitive scenarios. It also tests whether perceptions of purchase risk associated with extensions underlie these effects. In two studies, we examine the effects of extension fit with parent brand, parent brand quality, and extensions’ relative brand familiarity on extension preferences and perceived risk. When there is competition, extension fit and parent brand quality are less crucial than an extension's relative brand familiarity in determining extension evaluations, especially with respect to consumer choice. Moreover, perceptions of extension risk mediate the effects of these factors.

Keywords: brand equity; branding; consumer psychology; consumer research; experimentation; product management

Document Type: Research Article


Affiliations: 1: Universidad Adolfo Ibañez, Chile, 2: Georgetown University, Washington, DC, USA

Publication date: February 1, 2013

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more