Abstract This paper explores how user image of parent brand influences consumers’ evaluations of brand extensions by using two 2×2 between subjects factorial experiment designs. In experiment one, we use a two level user image congruity (congruent versus incongruent) and two level product similarity (low versus high) experimental design to explore when user image congruity dominate consumers’ brand extension evaluations. It was found that under congruity between parent brand user image and the image of extended product, “close” extensions are more favorably evaluated than “far” extensions; while under incongruity condition of brand user image with the image of extension product, the “far” extensions obtained higher evaluation ratings. In experiment two, we explore how the strength of parent brand user image moderates the effects of parent brand user image on evaluation of brand extensions. We found that parent brand’s user image strength do moderate the effects of user image congruency on evaluations of brand extensions. The theoretic and marketing practical implications are discussed.
2012, Vol. 9 
