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 …

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et … al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand … and transfer product are the main and most influential factors driving brand extension success. However, the ability of a …