... is the perceived fit between an extension and the brand/the parent brand’s products. The purpose of this study is to systematically review and summarize the construct of perceived fit and, thus, to explore what exactly perceived fit is and what role it plays in brand extension research. Design/methodology...

...Aihwa Chang; Timmy H. Tseng Purpose – This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength. Design/methodology/approach – Two experiments...