Perceived Fit and Its Impact on Brand Extension Evaluation——A Review Based on the E-PBE Framework

Abstract

Abstract:

Success of brand extension depends largely on consumer's brand extension evaluation and perceived fit is an important factor that affects the extension evaluation. Firstly, based on the perspective of explanatory links, this paper unifies the different concepts of fit. Secondly, through literature review, the article constructs a PBE basic framework and an E-PBE extended framework. The PBE basic framework describes the relationship between the three dimensions of perceived fit (product fit, brand fit and other fit) and extension evaluation. While, the E-PBE extended framework shows the influencing factors that impact the relationship between perceived fit and extension evaluation. The influencing factors consist of the direct influencing factors which include consumer level factors and marketing strategy level factors that affect the level of fit, and the moderator variables which include consumer level variables, brand level variables and extending strategy level variables that adjust the mentioned relationship. Finally, this paper reaches a conclusion and points out some potential areas for further studies based on the PBE and E-PBE frameworks.

Key words: perceived fit, extension evaluation, direct influencing factors, moderator variables, theoretical framework

Zheng Chundong, Chen Ya, Tang Jiansheng. Perceived Fit and Its Impact on Brand Extension Evaluation——A Review Based on the E-PBE Framework[J]. , 2016, 28(1): 156-168.

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