Abstract
The purpose of this study is to examine the mediator role of the parent brand quality between the store atmosphere and extended brand quality and to investigate the moderator role of perceived fit in the effect of the parent brand quality on the extended brand quality. Data from 200 participants were collected through surveys conducted face-to-face in Ankara. The results of the process analyses reveal that the parent brand quality is a mediator between the store atmosphere and the extended brand quality. Perceived fit is a moderator between the parent brand quality and the extended brand quality.
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