University Of Tasmania

File(s) under permanent embargo

The relationship between consumer-brand identification and brand extension

journal contribution
posted on 2023-05-21, 09:40 authored by Shokri, M, Ali Alavi
The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context.


Publication title

Journal of Relationship Marketing: Innovations and Enhancements for Customer Service, Relations and Satisfaction








University Services



Place of publication

United States

Rights statement

Copyright 2019 Taylor & Francis Group, LLC

Repository Status

  • Restricted

Socio-economic Objectives

Management of gaseous waste from commercial services and tourism (excl. greenhouse gases)

Usage metrics

    University Of Tasmania