A Study on the Attitudes of Extended Brands according to the Product Category in Brand Expansion

Brand expansion leverages brand equity to create value and competitiveness. This study looks at how parental brand attitudes influence extended brand attitudes, focusing on similarity and suitability. Research has shown that positive parental brand attitudes reinforce extended brand attitudes, and suitability has a greater impact than similarity. Emotional suitability is critical for the success of brand expansion and guides consumer behavior.This study emphasizes the importance of a design-oriented approach while at the same time considering similarity and suitability in brand expansion strategies by brand managers and designers.