Examples of perceived fit definitions
| Article | Definition | Key term |
|---|---|---|
| Boush and Loken (1991) | The degree of similarity between the extension and the parent brand’s products | Degree of similarity |
| Broniarczyk and Alba (1994) | The degree of similarity and shared associations between the extension category and the parent brand category | Degree of similarity; degree of shared associations |
| Dawar and Anderson (1994) | The degree of match between the extension and the parent brand | Degree of match |
| Deng and Messinger (2022) | The degree of similarity, consistency, or congruity between the extension (category) and the parent brand (category) | Degree of similarity, consistency, or congruity |
| Han and Schmitt (1997) | The degree of closeness between the extension category and the parent brand category | Degree of closeness |
| Kim and John (2008) | The degree of shared connections between the extension and the parent brand | Degree of shared connections |
| Meyers-Levy et al. (1994) | The degree of shared associations between the extension (category) and the parent brand | Degree of shared associations |
| Park et al. (1991) | The degree of membership of the extension to the parent brand category | Degree of membership |
| Article | Definition | Key term |
|---|---|---|
| The degree of similarity between the extension and the parent brand’s products | Degree of similarity | |
| The degree of similarity and shared associations between the extension category and the parent brand category | Degree of similarity; degree of shared associations | |
| The degree of match between the extension and the parent brand | Degree of match | |
| The degree of similarity, consistency, or congruity between the extension (category) and the parent brand (category) | Degree of similarity, consistency, or congruity | |
| The degree of closeness between the extension category and the parent brand category | Degree of closeness | |
| The degree of shared connections between the extension and the parent brand | Degree of shared connections | |
| The degree of shared associations between the extension (category) and the parent brand | Degree of shared associations | |
| The degree of membership of the extension to the parent brand category | Degree of membership |
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