Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success

Keyphrases

• Parent Brand 100%
• Brand Quality 100%
• Brand Extension 100%
• Extension Fit 60%
• Extension Evaluation 40%
• Competitive Environment 40%
• Brand Familiarity 40%
• Retail Environment 20%
• Consumer Preferences 20%
• Extension Risk 20%
• Purchase Risk 20%
• Perceived Risk 20%
• Non-competitive 20%

Economics, Econometrics and Finance

• Brand Extension 100%
• Perceived Risk 50%