The research presented in this article addresses the
issue of the significance and relative importance of the
determinants of extension success by simultaneously
investigating ten success factors. The empirical
analysis considers the direct relationships between
success factors and extension success, the structural
relationships among investigated factors, and moderating
effects. The authors find that fit between the parent
brand and an extension product is the most important
driver of brand extension success, followed by marketing
support, parent-brand conviction, retailer acceptance,
and parent-brand experience. The authors also find
several important structural relationships among the
investigated success factors (e.g., marketing support →
fit → retailer acceptance → extension success). Finally,
the interaction terms of fit with the quality of the
parent brand and with parent-brand conviction are
statistically significant, albeit of relatively low
importance. pdf 2006
