The purpose of this study is to understand the impact of brand extensions. Specifically, the study examines how consumers’ perceived fit between parent brand and newly extended brands may help facilitate consumers’ post extension evaluation of parent brand equity and brand concept.

ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
 METHODOLOGY AND RESULTS
 DISCUSSION AND CONCLUSION
 REFERENCES

• Kittichai Watchravesringkan(The University of North Carolina, Greensboro, USA)
• Areti Vogel(Stetson University, USA)
• Dilip Doraiswamy(The University of North Carolina, Greensboro, USA)