Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment

Abstract

This study sets up a model estimation that includes structural equation analysis and uses data from 240 surveys developed under market conditions. The results verify that extension attitude affects purchase intention toward extension and parent brands, whereas perceived fit between a new product and either the remaining products (category fit) or brand image (image fit) can strengthen consumer attitude. The study also explains how the role of consumer brand commitment as a moderating factor can suggest a strong relationship between image fit and extension attitude for consumers with a high level of brand commitment, which is more important than expected. In contrast, consumers with a high level of commitment fail to consider category fit when evaluating brand extensions. Theoretical and managerial implications of our findings are discussed herein.