Exploring factors affecting evaluation of e-brand extension

Abstract

This study explores to find the factors affecting evaluation of e-brand extension based on A&K model, and independent variables in this study are categorized as (1) Perceived quality;(2) Perceived fit (Transfer, Substitute and Complement); (3) Difficult; and (4) E-brand specific variables: experience fit. The results show that, in a network context, consumers use transfer of the extension with the original category as a major cue to evaluate the extension. At the same time, substitute seems to play a less important role, whereas complement plays a similar role as in a tangible product context. Besides perceived quality, the experience fit affect brand extension remarkably. As a consequence, e-brand extension strategies could probably be used most successfully in cases where significant similarities in experience exist.