Abstract

This research studies effects of extended products introduced by the press and the dominance of the parent brand on the attitude toward parent brand. Experimental results indicate that, compared to the time that no extended product exists, brand extensions of high fit significantly enhance readers' brand attitude toward a newspaper. Brand extensions of low fit have significant negative reciprocal effects on brand attitude. In addition, brand dominance influences effects of extensions of good fit and effects of extensions of poor fit on consumers' parent brand attitude. This research suggests that newspapers should first consider the fit between extended products and brand image when the press introduces brand extensions. Poor extensions should be avoided and brand dominance should be enhanced to strengthen brand value.