Figure 5.
The image depicts a conceptual framework with Independent variables on the left, a Mediator at the top centre, and Dependent variables on the right. Independent variables include Extension-related variables, Parent brand-related variables, and Consumer-related variables. Arrows connect the independent variables to the mediator labelled Consumer-related variables, and directly to the dependent variable Perceived fit. The lower text lists examples of extension-related variables such as exposure to the extension, extension ad art presence, extension ad message, extension communication frame and strategy, extension direction, extension goal, extension type, and extension-parent brand relationship. Parent brand-related variables include dominant parent brand association, parent brand affect, architecture, buyers, concept, image, and knowledge. Consumer-related variables include interdependent self-construal level, mood, processing motivation, and style of thinking. The mediator specifies consumer-related variables described as relational elaboration.Overview of research results with perceived fit as dependent variable
Source: Authors’ own work