Figure 4.
The image depicts a conceptual framework with Independent variables on the left, Mediators at the top centre and right, and Dependent variables on the right, connected by arrows. Independent variables include Extension-related variables, Parent brand-related variables, and Consumer-related variables. Perceived fit appears as a first mediator above the independent variables. A second mediator, Retailer-related variables, is shown between perceived fit and the dependent variables. Dependent variables include Extension-related variables and Parent brand-related variables. The lower text lists examples such as extension ad art presence, parent brand affect, attention focus, competition fit, retailer acceptance, extension evaluation, extension success, and parent brand extendibility.Overview of research results with perceived fit as mediator
Source: Authors’ own work