Brand extensions â?? the influence of the parent brand

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The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro brand extensions. We have concluded that the extent, to which consumers associate a brand extension to the parent brand, is dependant on the degree of perceived fit. However, even though a perceived fit or favorability is not obvious, str...