The Influence of Consumer Perceptions and Product Characteristics on the Purchasing Intentions for Brand Extensions

The authors examine the influence of consumer perceptions and product characteristics on the purchasing intentions for brand extensions. Specifically, attitude toward original brand, transfer of resources, difficulty of making extension, mode of product evaluation, knowledge of extension product, and similarity of the original brand to the extension are hypothesized to affect purchasing intentions for extensions. The original brands are chosen by subjects on the criteria of being perceived as high quality. Product attribute associations are obtained for the original brand and brand extensions. The findings indicate that the purchasing intentions for brand extensions are influenced by attitude toward original brand, transfer of resources, knowledge of extension product, and similarity of the original brand to the extension.