Abstract
Nowadays, brand is vital in business. An important parts of each brand’s life is brand extension which firms often use for introducing their new products. This paper’s purpose is analyzing the effects of brand associations and fit perception on product brand image after the extension. In this research we have used a questionnaire with 21 questions to study a 198 sample of home appliance consumer in Isfahan (Iran). A conceptual model has been designed to show all relationships among all variables which is tested by LISREL software. According to the obtained results, it has been determined that brand associations and fit perception influence attitude toward brand extension directly and indirectly through product brand image after extension (PBI). It means, attitude toward brand extension affect product brand image after extension. Amount of goodness indexes (AGFI= 0.97, GFI= 0.99) shows suitability of the model. Key words: Brand loyalty, brand awareness, parent brand quality, fit perception, PBI.
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