The impacts of perceived fit, brand familiarity, and status consciousness on fashion brand extension evaluation

Abstract

This study examined how strongly consumers’ evaluations of vertical and horizontal fashion brand extensions are influenced by perceived fit, brand familiarity and status consciousness. Data were collected from 187 female consumers aged 18 and older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression analyses revealed that brand familiarity was a positive predictor of vertical extension evaluation and that status consciousness was a positive predictor of the evaluations of both vertical and horizontal extensions. Perceived fit between the parent brand and the brand extension exhibited a positive effect on the evaluation of horizontal extension but a negative effect on the evaluation of vertical extension. Further, perceived fit moderated the relationship between status consciousness and overall evaluations of both extensions.

Keywords:

• fashion
• vertical brand extension
• horizontal brand extension
• brand familiarity
• status consciousness
• perceived fit