MECHANISM OF FAR-EXTENSION EVALUATION IN LOW-EVOLVEMENT CONTEXT
低卷入情境中品牌远延伸的成功机制

This research investigated on the significance of factors affecting consumer evaluations of far brand extensions. Different from prior researches focusing on the brand affect, brand perception, brand attributes and fit between the extensions and parent brand, this empirical study put forward the brand-related variables. Three important variables were put forward to explain the success of far-extension existing in the real market. They are brand category stickiness, the brand's Abstract and functional character, and brand reputation. Accordingly, three experiments were set to examine their effects on the far-extension evaluation. The results showed that a brand with less brand stickiness, higher Abstract character and higher reputation is of more possibility to be successful in a far-extension.