| dc.description.abstract | This
study
investigates
the
influences
of
perceived
fit
and
communication
of
explanatory
links
on
brand
extension
success,
as
well
as
the
moderating
effects
of
consumer
innovativeness,
category
involvement
and
environmental
consciousness.
The
case
used
in
the
study
is
a
fictitious
pony
car
brand
called
Stallion
that
launches
two
different
line
extensions:
the
Stallion
500
S
and
the
Stallion
Hybrid,
each
with
a
different
degree
of
fit
with
the
parent
brand.
The
effects
of
the
research
variables
were
assessed
by
employing
a
2x2
factorial
design
experiment,
and
an
online
questionnaire
was
conducted
with
a
sample
of
142
current
students
at
the
Norwegian
School
of
Economics.
The
results
showed
that
the
intended
high
fit
extension
was
perceived
as
having
low
fit
with
the
parent
brand,
and
vice
versa.
A
high
degree
of
perceived
fit
had
a
positive
direct
effect
on
attitudes
towards
the
extension,
but
no
effects
on
purchase
intentions
or
the
parent
brand
were
found.
The
explanatory
links,
which
were
hypothesized
to
have
a
direct
effect
on
brand
extension
success,
as
well
as
a
moderating
effect
on
perceived
fit,
had
no
significant
effects.
As
for
the
moderating
factors,
consumer
innovativeness
was
found
to
moderate
the
effect
of
perceived
fit
on
attitudes
towards
the
brand
extension.
Amongst
the
implications
of
the
results
is
the
notion
that
perceived
fit
by
itself
is
not
necessarily
sufficient
for
an
extension
to
do
well
in
the
marketplace.
Also,
firms
and
consumers
might
not
perceive
fit
similarly. | nb_NO |
