... fashion brand types – fast fashion brands versus luxury fashion brands – influence consumers’ perceived fit for recycled and upcycled sustainable extensions, as well as their purchase intentions. Design/methodology/approach Four between-subjects online experimental studies were conducted, manipulating...

.../methodology/approach Four scenario-based experiments were conducted to probe the research questions. Findings Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance...

... discount and perceived fit) make a parent brand more susceptible to dilution. Design/methodology/approach This experimental study manipulates brand concept (premium or value brand) and price level (horizontal or vertical: −20per cent, −80per cent) and measures perceived fit to test effects on parent...

...Feng Shen Purpose – The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical promotions, i.e. buy one get one free (BOGOF) and 50 per cent off. A travel-sized painkiller is the product...

..., 2006). Therefore, it can be expected that for a weak brand, consumers are more likely to base their attitude on product category design consistency than for strong brand. Design consistency Perceived fit Brand strength Processing fluency Brand extensions Brands Consumer behaviour...