Determination of the factors affecting consumers' evaluation of brand extension and a research

In terms of minimizing costs associated with the new product development process and risks, companies are constantly and intensively working. At this point, brand extension has become a growing strategy for companies. As a result; many companies are looking for new markets to use established brand in a completely different product category. Thus, the probability of success of the new product is being expected to increase. Despite the fact that the application of the brand extension strategy in new products is a rising edge, how consumers react to brand extensions is not a very well known topic yet. In this study; brand trust, brand credibility, consumer innovativeness, perceived fit and product involvement factors and demographic characteristics of consumers; age and gender, examining whether they effect to evaluation of brand extension of consumer, also impact ratings of affecting factors were analyzed and interpreted.