La valutazione di un’estensione di marca: consonanza percettiva, familiarità e reputazione

Abstract

The paper analyses the factors that can influence the success of brand extension, referring specifically to the new product trough which they take place. Particularly, the exploratory empirical research studies the hypothesis of the extension in the services business of a brand operating in the products business. It intends to verify if the consumers attitude towards the new service is influenced, as well as by the perceptual fit, by the brand reputation and by the familiarity to it. It also examines if the last two variables can moderate the relation between the perceptual fit and the attitude towards the new product.