Overview of included articles
| Authors and year . | Journal . | Geography . | Research design . | Sample . | Theory . | CE . | LE . | Category . | Fit term . | FD . | FO . |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Aaker and Keller (1990) | Journal of Marketing | USA | Exp./survey/qual. | C | Categorization theory | x | P, S | Perceived fit, similarity | x | ||
| Ahluwalia (2008) | Journal of Marketing Research | USA | Exp. | C | / | x | x | P, S | Perceived fit, consistency | x | |
| Albrecht et al. (2013) | Psychology and Marketing | Not specified | Survey | C | / | x | P, S | Extension fit | x | ||
| Athanasopoulou et al. (2015) | Journal of Brand Management | Not specified | Survey/qual. | M | / | x | P | Brand product portfolio similarity | x | x | |
| Barone (2005) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | x | P | Core brand-extension similarity | x | |
| Barone et al. (2000) | Journal of Consumer Research | USA | Exp. | C | Categorization theory | x | x | P | Perceived fit, core brand-extension similarity | x | |
| Batra et al. (2010) | Journal of Marketing Research | USA | Survey | C | / | x | P | Fit | x | ||
| Bhat and Reddy (2001) | Journal of Business Research | USA | Survey | C | Categorization theory | x | P | Perceived fit, similarity | x | ||
| Boisvert and Ashill (2018) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | P | Extension fit | x | ||
| Boush and Loken (1991) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | x | P | Perceived typicality, similarity | x | x |
| Bridges et al. (2000) | Journal of Advertising | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Bristol (2002) | Journal of Product and Brand Management | USA | Survey | C | / | x | P | Fit | x | ||
| Broniarczyk and Alba (1994) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | x | P | Product category similarity, extension relevance | x | x |
| Buil et al. (2009) | European Journal of Marketing | Spain, UK, Norway | Exp. | C | / | x | P | Perceived fit, similarity | x | x | |
| Carter and Curry (2013) | Journal of the Academy of Marketing Science | USA | Survey/sec. | C | Associative network theory, categorization theory | x | x | P | Parent brand–extension fit, congruence | x | |
| Chang et al. (2011) | Marketing Letters | Taiwan | Exp. | C | Accessibility–diagnosticity theory | x | P | Product category similarity, core benefit overlap | x | x | |
| Chiu et al. (2017) | Journal of Electronic Commerce Research | Taiwan | Survey | C | / | x | S | Perceived fit | x | ||
| Chun et al. (2015) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Extension fit | x | x | |
| Consumer Behavior Seminar (1987) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | x | P | Similarity | x | |
| Cutright et al. (2013) | Journal of Marketing Research | Not specified | Exp. | C, M | Categorization theory, dissonance theory | x | S | Perceived fit | x | ||
| Czellar (2003) | International Journal of Research in Marketing | / | Con. | / | Categorization theory | x | / | Perceived fit | x | ||
| Dacin and Smith (1994) | Journal of Marketing Research | USA | Exp./survey | C | Categorization theory | x | P | Parent brand-extension similarity, parent brand-extension fit | x | ||
| Dall’Olmo Riley et al. (2014) | Journal of Marketing Management | UK | Exp. | C | Categorization theory | x | P | Perceived fit | x | x | |
| Dawar (1996) | Journal of Consumer Psychology | Canada | Exp. | C | / | x | P | Brand-extension fit | x | ||
| Dawar and Anderson (1994) | Journal of Business Research | Not specified | Exp. | C | Categorization theory | x | P, S | Perceived fit, perceived coherence, distance | x | x | |
| DelVecchio (2000) | Journal of Product and Brand Management | USA | Survey | C | / | x | P | Perceived fit | x | ||
| DelVecchio and Smith (2005) | Journal of the Academy of Marketing Science | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Deng and Messinger (2022) | International Journal of Research in Marketing | USA | Exp./survey/qual. | C, M, A | Categorization theory, schema congruity theory | x | P | Brand-extension fit | x | x | |
| Dens and de Pelsmacker (2010a) | Marketing Letters | Belgium | Exp. | C | Categorization theory | x | x | P | Perceived fit | x | |
| Dens and de Pelsmacker (2010b) | Journal of Business Research | Belgium | Exp. | C | Associative network theory, categorization theory | x | x | P | Perceived fit | x | |
| Dimitriu and Warlop (2022) | International Journal of Research in Marketing | UK, USA | Exp./survey | C | / | x | P, S | Fit | x | ||
| Dimitriu et al. (2017) | European Journal of Marketing | Not specified | Exp. | C | / | x | P | Perceived similarity | x | ||
| Dwivedi et al. (2010) | Journal of Brand Management | India | Survey | C | Categorization theory | x | P | Perceived fit | x | ||
| Eren-Erdogmus et al. (2018) | Journal of Fashion Marketing and Management | Turkey | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Fang et al. (2024) | Electronic Commerce Research and Applications | Japan, Taiwan, Thailand | Survey | C | / | x | S | Perceived fit | x | ||
| Fedorkhin et al. (2008) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Fit, similarity | x | ||
| Gierl and Huettl (2011) | International Journal of Research in Marketing | Germany | Exp. | C | Categorization theory, schema congruity theory | x | P, S | Perceived similarity | x | ||
| Guo et al. (2018) | Psychology and Marketing | China | Survey | C | / | x | P | Perceived fit | x | ||
| Hagtvedt and Patrick (2008) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P, S | Perceived fit | x | ||
| Han and Schmitt (1997) | Journal of International Marketing | USA, China | Exp. | C | / | x | P, S | Perceived fit | x | x | |
| Hem et al. (2003) | Journal of Marketing Management | Norway | Survey | C | / | x | P, S | Similarity | x | ||
| Herr et al. (1996) | Journal of Consumer Psychology | USA | Exp. | C | / | x | P, S | Relatedness | x | x | |
| Hill and Lee (2015) | Journal of Fashion Marketing and Management | USA | Survey | C | / | x | P | Perceived fit | x | ||
| Huang et al. (2017) | Psychology and Marketing | China | Exp. | C | Construal level theory | x | P | Brand-extension fit | x | ||
| Huber et al. (2013) | Journal of Brand Management | China | Exp. | C | Categorization theory | x | P | Perceived fit, perceived congruity | x | ||
| Jung and Tey (2010) | Journal of Product and Brand Management | Not specified | Exp. | C | Schema congruity theory | x | P | Fit, extension similarity, incongruity | x | x | |
| Kalamas et al. (2006) | Journal of Strategic Marketing | Not specified | Survey | C | Categorization theory | x | P | Extension fit | x | ||
| Kapoor and Heslop (2009) | International Journal of Research in Marketing | Canada | Exp. | C | / | x | P | Fit | x | ||
| Keller and Aaker (1992) | Journal of Marketing Research | USA | Exp. | C | / | x | P | Perceived fit, similarity | x | x | |
| Kim and John (2008) | Journal of Consumer Psychology | Not specified | Exp. | C | Construal level theory | x | P, S | Perceived fit | x | x | |
| Kim et al. (2014) | Journal of Business Research | Korea, Canada | Exp./survey | C | / | x | P | Parent-extension fit | x | ||
| Klink and Smith (2001) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Lane (2000) | Journal of Marketing | USA | Exp. | C | / | x | P | Fit, consistency, incongruity | x | x | |
| Lane and Jacobson (1997) | Marketing Letters | USA | Exp. | C | / | x | P | (In)congruity | x | ||
| Lee (1994) | Journal of Business and Psychology | USA | Exp. | C | Categorization theory | x | x | P | Consistency | x | |
| Lei et al. (2004) | Journal of Service Research | Europe | Exp. | C | Categorization theory | x | P, S | Perceived similarity | x | x | |
| Leong (1997) | Journal of Consumer Marketing | Singapore | Exp. | C | / | x | P | Similarity | x | ||
| Liang and Fu (2021) | Journal of Marketing Analytics | Not specified | Exp. | C | Schema congruity theory | x | P | Perceived fit | x | ||
| Liu and Hu (2012) | Psychology and Marketing | China | Exp. | C | / | x | P | Product fit, extension similarity | x | ||
| Loken and John (1993) | Journal of Marketing | USA | Exp. | C | Categorization theory | x | x | P | Typicality | x | x |
| Mao and Krishnan (2006) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Extension fit | x | ||
| Maoz and Tybout (2002) | Journal of Consumer Psychology | USA | Exp. | C | Schema congruity theory | x | P | Perceived fit, (in)congruity | x | ||
| Martin et al. (2005) | Journal of the Academy of Marketing Science | USA | Exp. | C | Categorization theory | x | P | Fit, perceived similarity | x | ||
| Mathur et al. (2012) | Journal of Consumer Psychology | USA | Exp. | C | / | x | P | Extension fit | x | x | |
| Mathur et al. (2023) | Journal of Marketing | Not specified | Exp. | C | / | x | P | Brand extension fit | x | ||
| Meyers-Levy et al. (1994) | Journal of Applied Psychology | USA | Exp. | C | Schema congruity theory | x | P | Congruity | x | x | |
| Meyvis and Janiszewski (2004) | Journal of Consumer Research | USA | Exp. | C | Accessibility-diagnosticity theory | x | P | Similarity | x | ||
| Milberg et al. (1997) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Perceived consistency | x | x | |
| Milberg et al. (2010) | Journal of Consumer Research | Not specified | Exp. | C | / | x | P | Perceived fit | x | ||
| Milberg et al. (2013) | Journal of Marketing Management | Not specified | Exp. | C | / | x | P | Extension fit | x | ||
| Miniard et al. (2018) | Journal of the Academy of Marketing Science | Not specified | Exp./survey | C | Inclusion/exclusion model | x | P | Fit | x | ||
| Monga and John (2010) | Journal of Marketing | USA | Exp. | C | / | x | P | Extension fit, similarity, distance | x | x | |
| Morrin (1999) | Journal of Marketing Research | USA | Exp. | C | / | x | P, S | Extension fit | x | ||
| Morrin and Jacoby (2000) | Journal of Public Policy and Marketing | USA | Exp. | C | Associative network theory | x | P, S | Category similarity | x | ||
| Nan (2006) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | P | Perceived congruity | x | x | |
| O’Reilly et al. (2017) | Journal of Product and Brand Management | USA | Survey | C | / | x | S | Extension fit, similarity | x | x | |
| Oakley et al. (2008) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Park et al. (1991) | Journal of Consumer Research | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | x | |
| Peev and Kumar (2023) | Journal of Strategic Marketing | USA | Exp. | C | Structure-mapping theory | x | P | Fit, perceived similarity | x | x | |
| Pina et al. (2010) | Journal of Marketing Management | Norway, Spain | Survey | C | Associative network theory | x | P | Perceived fit | x | ||
| Pontes (2018) | European Journal of Marketing | Not specified | Exp. | C | / | x | P | Perceived fit, perceived consistency | x | ||
| Pontes and Pontes (2021) | Journal of Brand Management | Not specified | Exp. | C | / | x | P | Fit | x | ||
| Pontes et al. (2024) | Journal of Consumer Behaviour | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Ramanathan and Velayudhan (2015) | Journal of Brand Management | India | Survey | C | Categorization theory | x | P | Fit | x | ||
| Salinas and Pérez (2009) | Journal of Business Research | Spain | Survey | C | Associative network theory, categorization theory | x | P, S | Perceived fit | x | ||
| Sar et al. (2011) | Psychology and Marketing | USA | Exp. | C | / | x | P | Extension fit | x | ||
| Sattler et al. (2010) | International Journal of Research in Marketing | Not specified | Survey | C | Categorization theory | x | P | Perceived fit | x | ||
| Shine et al. (2007) | Journal of Marketing Research | Korea | Exp. | C | / | x | P | Perceived similarity / parent-extension similarity | x | ||
| Smith and Andrews (1995) | Journal of the Academy of Marketing Science | USA | Survey | M | Categorization theory | x | P, S | Perceived fit | x | x | |
| Smith and Park (1992) | Journal of Marketing Research | USA | Survey | C, M | / | x | P | Perceived similarity | x | x | |
| Spiggle et al. (2012) | Journal of Marketing Research | USA | Exp./survey | C | Categorization theory | x | P | Brand extension fit | x | x | |
| Swaminathan et al. (2001) | Journal of Marketing | Not specified | Survey/sec. | C | / | x | P | Perceived fit | x | ||
| Taylor and Bearden (2002) | Journal of the Academy of Marketing Science | USA | Exp. | C | / | x | P | Perceived similarity | x | ||
| Torelli and Ahluwalia (2012) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Perceived fit | x | ||
| Völckner and Sattler (2006) | Journal of Marketing | Germany | Survey | C, M, A | / | x | x | P | Perceived fit | x | |
| Wang and Liu (2020) | Journal of Business Research | China | Exp./survey/sec. | C | / | x | P | Perceived fit, distance | x | x | |
| Wu et al. (2015) | European Journal of Marketing | China | Exp. | C | / | x | P, S | Perceived product category fit | x | ||
| Yeo and Park (2006) | Journal of Consumer Psychology | Korea | Exp. | C | Categorization theory, schema congruity theory | x | P | Parent-extension similarity | x | ||
| Yeung and Wyer (2005) | Journal of Marketing Research | Not specified | Exp. | C | Categorization theory | x | P | Core-extension fit, core extension similarity | x | ||
| Zhang and Sood (2002) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Category similarity | x | ||
| Zhang et al. (2020) | Psychology and Marketing | USA | Exp. | C | / | x | P | Perceived fit | x | ||
| Zheng et al. (2019) | Journal of Retailing | Not specified | Exp. | C | Comparison theory | x | P | Perceived fit | x |
| Authors and year . | Journal . | Geography . | Research design . | Sample . | Theory . | CE . | LE . | Category . | Fit term . | FD . | FO . |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Aaker and Keller (1990) | Journal of Marketing | USA | Exp./survey/qual. | C | Categorization theory | x | P, S | Perceived fit, similarity | x | ||
| Ahluwalia (2008) | Journal of Marketing Research | USA | Exp. | C | / | x | x | P, S | Perceived fit, consistency | x | |
| Albrecht et al. (2013) | Psychology and Marketing | Not specified | Survey | C | / | x | P, S | Extension fit | x | ||
| Athanasopoulou et al. (2015) | Journal of Brand Management | Not specified | Survey/qual. | M | / | x | P | Brand product portfolio similarity | x | x | |
| Barone (2005) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | x | P | Core brand-extension similarity | x | |
| Barone et al. (2000) | Journal of Consumer Research | USA | Exp. | C | Categorization theory | x | x | P | Perceived fit, core brand-extension similarity | x | |
| Batra et al. (2010) | Journal of Marketing Research | USA | Survey | C | / | x | P | Fit | x | ||
| Bhat and Reddy (2001) | Journal of Business Research | USA | Survey | C | Categorization theory | x | P | Perceived fit, similarity | x | ||
| Boisvert and Ashill (2018) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | P | Extension fit | x | ||
| Boush and Loken (1991) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | x | P | Perceived typicality, similarity | x | x |
| Bridges et al. (2000) | Journal of Advertising | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Bristol (2002) | Journal of Product and Brand Management | USA | Survey | C | / | x | P | Fit | x | ||
| Broniarczyk and Alba (1994) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | x | P | Product category similarity, extension relevance | x | x |
| Buil et al. (2009) | European Journal of Marketing | Spain, UK, Norway | Exp. | C | / | x | P | Perceived fit, similarity | x | x | |
| Carter and Curry (2013) | Journal of the Academy of Marketing Science | USA | Survey/sec. | C | Associative network theory, categorization theory | x | x | P | Parent brand–extension fit, congruence | x | |
| Chang et al. (2011) | Marketing Letters | Taiwan | Exp. | C | Accessibility–diagnosticity theory | x | P | Product category similarity, core benefit overlap | x | x | |
| Chiu et al. (2017) | Journal of Electronic Commerce Research | Taiwan | Survey | C | / | x | S | Perceived fit | x | ||
| Chun et al. (2015) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Extension fit | x | x | |
| Consumer Behavior Seminar (1987) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | x | P | Similarity | x | |
| Cutright et al. (2013) | Journal of Marketing Research | Not specified | Exp. | C, M | Categorization theory, dissonance theory | x | S | Perceived fit | x | ||
| Czellar (2003) | International Journal of Research in Marketing | / | Con. | / | Categorization theory | x | / | Perceived fit | x | ||
| Dacin and Smith (1994) | Journal of Marketing Research | USA | Exp./survey | C | Categorization theory | x | P | Parent brand-extension similarity, parent brand-extension fit | x | ||
| Dall’Olmo Riley et al. (2014) | Journal of Marketing Management | UK | Exp. | C | Categorization theory | x | P | Perceived fit | x | x | |
| Dawar (1996) | Journal of Consumer Psychology | Canada | Exp. | C | / | x | P | Brand-extension fit | x | ||
| Dawar and Anderson (1994) | Journal of Business Research | Not specified | Exp. | C | Categorization theory | x | P, S | Perceived fit, perceived coherence, distance | x | x | |
| DelVecchio (2000) | Journal of Product and Brand Management | USA | Survey | C | / | x | P | Perceived fit | x | ||
| DelVecchio and Smith (2005) | Journal of the Academy of Marketing Science | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Deng and Messinger (2022) | International Journal of Research in Marketing | USA | Exp./survey/qual. | C, M, A | Categorization theory, schema congruity theory | x | P | Brand-extension fit | x | x | |
| Dens and de Pelsmacker (2010a) | Marketing Letters | Belgium | Exp. | C | Categorization theory | x | x | P | Perceived fit | x | |
| Dens and de Pelsmacker (2010b) | Journal of Business Research | Belgium | Exp. | C | Associative network theory, categorization theory | x | x | P | Perceived fit | x | |
| Dimitriu and Warlop (2022) | International Journal of Research in Marketing | UK, USA | Exp./survey | C | / | x | P, S | Fit | x | ||
| Dimitriu et al. (2017) | European Journal of Marketing | Not specified | Exp. | C | / | x | P | Perceived similarity | x | ||
| Dwivedi et al. (2010) | Journal of Brand Management | India | Survey | C | Categorization theory | x | P | Perceived fit | x | ||
| Eren-Erdogmus et al. (2018) | Journal of Fashion Marketing and Management | Turkey | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Fang et al. (2024) | Electronic Commerce Research and Applications | Japan, Taiwan, Thailand | Survey | C | / | x | S | Perceived fit | x | ||
| Fedorkhin et al. (2008) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Fit, similarity | x | ||
| Gierl and Huettl (2011) | International Journal of Research in Marketing | Germany | Exp. | C | Categorization theory, schema congruity theory | x | P, S | Perceived similarity | x | ||
| Guo et al. (2018) | Psychology and Marketing | China | Survey | C | / | x | P | Perceived fit | x | ||
| Hagtvedt and Patrick (2008) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P, S | Perceived fit | x | ||
| Han and Schmitt (1997) | Journal of International Marketing | USA, China | Exp. | C | / | x | P, S | Perceived fit | x | x | |
| Hem et al. (2003) | Journal of Marketing Management | Norway | Survey | C | / | x | P, S | Similarity | x | ||
| Herr et al. (1996) | Journal of Consumer Psychology | USA | Exp. | C | / | x | P, S | Relatedness | x | x | |
| Hill and Lee (2015) | Journal of Fashion Marketing and Management | USA | Survey | C | / | x | P | Perceived fit | x | ||
| Huang et al. (2017) | Psychology and Marketing | China | Exp. | C | Construal level theory | x | P | Brand-extension fit | x | ||
| Huber et al. (2013) | Journal of Brand Management | China | Exp. | C | Categorization theory | x | P | Perceived fit, perceived congruity | x | ||
| Jung and Tey (2010) | Journal of Product and Brand Management | Not specified | Exp. | C | Schema congruity theory | x | P | Fit, extension similarity, incongruity | x | x | |
| Kalamas et al. (2006) | Journal of Strategic Marketing | Not specified | Survey | C | Categorization theory | x | P | Extension fit | x | ||
| Kapoor and Heslop (2009) | International Journal of Research in Marketing | Canada | Exp. | C | / | x | P | Fit | x | ||
| Keller and Aaker (1992) | Journal of Marketing Research | USA | Exp. | C | / | x | P | Perceived fit, similarity | x | x | |
| Kim and John (2008) | Journal of Consumer Psychology | Not specified | Exp. | C | Construal level theory | x | P, S | Perceived fit | x | x | |
| Kim et al. (2014) | Journal of Business Research | Korea, Canada | Exp./survey | C | / | x | P | Parent-extension fit | x | ||
| Klink and Smith (2001) | Journal of Marketing Research | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Lane (2000) | Journal of Marketing | USA | Exp. | C | / | x | P | Fit, consistency, incongruity | x | x | |
| Lane and Jacobson (1997) | Marketing Letters | USA | Exp. | C | / | x | P | (In)congruity | x | ||
| Lee (1994) | Journal of Business and Psychology | USA | Exp. | C | Categorization theory | x | x | P | Consistency | x | |
| Lei et al. (2004) | Journal of Service Research | Europe | Exp. | C | Categorization theory | x | P, S | Perceived similarity | x | x | |
| Leong (1997) | Journal of Consumer Marketing | Singapore | Exp. | C | / | x | P | Similarity | x | ||
| Liang and Fu (2021) | Journal of Marketing Analytics | Not specified | Exp. | C | Schema congruity theory | x | P | Perceived fit | x | ||
| Liu and Hu (2012) | Psychology and Marketing | China | Exp. | C | / | x | P | Product fit, extension similarity | x | ||
| Loken and John (1993) | Journal of Marketing | USA | Exp. | C | Categorization theory | x | x | P | Typicality | x | x |
| Mao and Krishnan (2006) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Extension fit | x | ||
| Maoz and Tybout (2002) | Journal of Consumer Psychology | USA | Exp. | C | Schema congruity theory | x | P | Perceived fit, (in)congruity | x | ||
| Martin et al. (2005) | Journal of the Academy of Marketing Science | USA | Exp. | C | Categorization theory | x | P | Fit, perceived similarity | x | ||
| Mathur et al. (2012) | Journal of Consumer Psychology | USA | Exp. | C | / | x | P | Extension fit | x | x | |
| Mathur et al. (2023) | Journal of Marketing | Not specified | Exp. | C | / | x | P | Brand extension fit | x | ||
| Meyers-Levy et al. (1994) | Journal of Applied Psychology | USA | Exp. | C | Schema congruity theory | x | P | Congruity | x | x | |
| Meyvis and Janiszewski (2004) | Journal of Consumer Research | USA | Exp. | C | Accessibility-diagnosticity theory | x | P | Similarity | x | ||
| Milberg et al. (1997) | Journal of Consumer Psychology | USA | Exp. | C | Categorization theory | x | P | Perceived consistency | x | x | |
| Milberg et al. (2010) | Journal of Consumer Research | Not specified | Exp. | C | / | x | P | Perceived fit | x | ||
| Milberg et al. (2013) | Journal of Marketing Management | Not specified | Exp. | C | / | x | P | Extension fit | x | ||
| Miniard et al. (2018) | Journal of the Academy of Marketing Science | Not specified | Exp./survey | C | Inclusion/exclusion model | x | P | Fit | x | ||
| Monga and John (2010) | Journal of Marketing | USA | Exp. | C | / | x | P | Extension fit, similarity, distance | x | x | |
| Morrin (1999) | Journal of Marketing Research | USA | Exp. | C | / | x | P, S | Extension fit | x | ||
| Morrin and Jacoby (2000) | Journal of Public Policy and Marketing | USA | Exp. | C | Associative network theory | x | P, S | Category similarity | x | ||
| Nan (2006) | Psychology and Marketing | USA | Exp. | C | Categorization theory | x | P | Perceived congruity | x | x | |
| O’Reilly et al. (2017) | Journal of Product and Brand Management | USA | Survey | C | / | x | S | Extension fit, similarity | x | x | |
| Oakley et al. (2008) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Perceived fit | x | x | |
| Park et al. (1991) | Journal of Consumer Research | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | x | |
| Peev and Kumar (2023) | Journal of Strategic Marketing | USA | Exp. | C | Structure-mapping theory | x | P | Fit, perceived similarity | x | x | |
| Pina et al. (2010) | Journal of Marketing Management | Norway, Spain | Survey | C | Associative network theory | x | P | Perceived fit | x | ||
| Pontes (2018) | European Journal of Marketing | Not specified | Exp. | C | / | x | P | Perceived fit, perceived consistency | x | ||
| Pontes and Pontes (2021) | Journal of Brand Management | Not specified | Exp. | C | / | x | P | Fit | x | ||
| Pontes et al. (2024) | Journal of Consumer Behaviour | USA | Exp. | C | Categorization theory | x | P | Perceived fit | x | ||
| Ramanathan and Velayudhan (2015) | Journal of Brand Management | India | Survey | C | Categorization theory | x | P | Fit | x | ||
| Salinas and Pérez (2009) | Journal of Business Research | Spain | Survey | C | Associative network theory, categorization theory | x | P, S | Perceived fit | x | ||
| Sar et al. (2011) | Psychology and Marketing | USA | Exp. | C | / | x | P | Extension fit | x | ||
| Sattler et al. (2010) | International Journal of Research in Marketing | Not specified | Survey | C | Categorization theory | x | P | Perceived fit | x | ||
| Shine et al. (2007) | Journal of Marketing Research | Korea | Exp. | C | / | x | P | Perceived similarity / parent-extension similarity | x | ||
| Smith and Andrews (1995) | Journal of the Academy of Marketing Science | USA | Survey | M | Categorization theory | x | P, S | Perceived fit | x | x | |
| Smith and Park (1992) | Journal of Marketing Research | USA | Survey | C, M | / | x | P | Perceived similarity | x | x | |
| Spiggle et al. (2012) | Journal of Marketing Research | USA | Exp./survey | C | Categorization theory | x | P | Brand extension fit | x | x | |
| Swaminathan et al. (2001) | Journal of Marketing | Not specified | Survey/sec. | C | / | x | P | Perceived fit | x | ||
| Taylor and Bearden (2002) | Journal of the Academy of Marketing Science | USA | Exp. | C | / | x | P | Perceived similarity | x | ||
| Torelli and Ahluwalia (2012) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Perceived fit | x | ||
| Völckner and Sattler (2006) | Journal of Marketing | Germany | Survey | C, M, A | / | x | x | P | Perceived fit | x | |
| Wang and Liu (2020) | Journal of Business Research | China | Exp./survey/sec. | C | / | x | P | Perceived fit, distance | x | x | |
| Wu et al. (2015) | European Journal of Marketing | China | Exp. | C | / | x | P, S | Perceived product category fit | x | ||
| Yeo and Park (2006) | Journal of Consumer Psychology | Korea | Exp. | C | Categorization theory, schema congruity theory | x | P | Parent-extension similarity | x | ||
| Yeung and Wyer (2005) | Journal of Marketing Research | Not specified | Exp. | C | Categorization theory | x | P | Core-extension fit, core extension similarity | x | ||
| Zhang and Sood (2002) | Journal of Consumer Research | USA | Exp. | C | / | x | P | Category similarity | x | ||
| Zhang et al. (2020) | Psychology and Marketing | USA | Exp. | C | / | x | P | Perceived fit | x | ||
| Zheng et al. (2019) | Journal of Retailing | Not specified | Exp. | C | Comparison theory | x | P | Perceived fit | x |
Exp. = experiment; Sec. = secondary data; Qual. = qualitative; C = consumers; M = managers; A = academics; CE = category extension; LE = line extension; P = product; S = service; FD = new perceived fit definition; FO = new perceived fit operationalization