Table 1. Overview of included articles...

Table 1.

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

Note(s):

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

Source(s): Authors’ own work

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