Consumer Evaluations of Brand Extensions DOERS:

Rūta, Jonas, Gediminas

Line extension

Brand extension

Fit of the original brand to the extension:1: Substitute

Fit of the original brand to the extension :2.Complement

Colgate meal

Evian bra

Zippo female perfume

Durex pregnancy test

Key findings from the article:

1. Inferred attribute beliefs can both harm and enhance a evaluation of the brand extension.

2. QUALITY and “fit” between original and extension products has an interactive effect.

3. A “fit” of either TRANSFER (extension) or COMPLEMENT (complementarity) is enough.

4. A DIFFICULTY of making brand extension has a positive effect on evaluation of an extension.