Abstract: Introduce the perspective of information attributes into the area of brand extension evaluations, we study the impact of one of important information attributes:information fluency on consumers' brand extension evaluations. The results of empirical study show that for two kinds of fluency:processing fluency and retrieval fluency, the higher fluency, the better consumers' brand extension evaluations. Consumers' perceived fit of brand extension has the mediation effect. The effects of information fluency on consumers' brand extension evaluations are moderated by brand concept and brand architecture:compared with functional brands, fluency has no significant effect on prestige brand extension evaluations; compared with direct brand, fluency has no significant effect on sub-brand extension evaluations.

Key words: information fluency, brand extension, perceived fit, brand concept, brand architecture