Aging is a global phenomenon for many countries and Korea is not an exception. After becoming an aging society in 2000, Korea turned an aged country in 2017 by having 14.3% of its population with older than 65 years old. It is expected to become a super-aged society by 2025 (Statistics Korea...

This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....