Abstract:
Purpose- The purpose of this study was to assess how consumers determine perceived fit
for a brand extension in Karachi, Pakistan. In order to do so, the determinants of fit as
proposed by Aaker and Keller (1990) were utilized, i.e. complementarity, substitutability,
transferability and perceived difficulty.
Methodology/sample- A survey was conducted over a sample size of 200 to collect data on
consumer perception towards the various determinants of perceived fit for three
hypothetical brand extensions for the Ariel brand. The collected data was subsequently
analysed using the enter method for simple and multiple regression models. It study
primarily found that three determinants (substitutability, transferability and perceived
difficulty) were statistically significant in determining consumer’s perception of
perceived fit. The complementarity variable was found to not have any effect on
consumer evaluation of perceived fit. The study further assessed whether perceived fit
and brand quality had any impact on consumer evaluation of extension.
Findings- It was found that both factors had an impact on extension attitudes. The results
implied that consumers in Pakistan are more likely to emphasize on tangible features
when evaluating brand extensions and are unlikely to focus on abstract associations. The
findings of the study however were quite restrictive because of a weak research design
and questionnaire.
