Brand extension, Brand associations, Fit perception, External information , Consumer characteristics.


Brand extensions have become a famous strategy for many of companies since many years ago. It’s success depends on acceptance and evaluations of consumers about brand extension. Thus,our purpose is to identify the effective factors on consumers primary attitudes formation towards brand extension of Pegah company of Kerman .We understood that external information, knowledge about parent brand/extension category, affect toward parent brand/extension category and fit perception influence attitudes toward brand extensions .Also, increasing consumer expertise, increases the rate of effect of fit perception, consumer knowledge about parent brand/extension category, affect toward parent brand/ extension category and external information on attitudes towards brand extension. Increasing consumer self-monitoring increases the rate of effect of external information on attitudes towards brand extension .Increasing consumer age decreases the rate of effect of external information on attitudes towards brand extension.

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