The influential factors for fashion brand extension success
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The current study investigated the factors that may influence consumers’ brand evaluations, in particular, evaluations of fashion brands, based on two different types of brand extension (vertical and horizontal). The data for this study was collected from 187 female participants who were familiar with the parent brand. The five influential factors included brand trust, perceived fit, status consciousness, perceived brand prestige, and consumer innovativeness. Brand trust and perceived fit predicted significantly both vertical and horizontal fashion brand extension evaluation. Status consciousness and perceived brand prestige predicted significantly only horizontal extension. Consumer innovativeness was a significant predictor of vertical extension evaluation. Perceived fit significantly moderated the relationship between trust and the evaluation of both types of brand extension; whereas, it significantly affected only the relationship between innovativeness and vertical extension. Perceived brand prestige did not moderate the relationship between status consciousness and the evaluation of both types of extension.