Innovation Management to Market Performance: The Effect of Consumer Identification in the Evaluation of Brand Extensions

Some companies apply innovative management and going beyond the conventional marketing mix to incorporate corporate-level intangible assets such as their identities and reputations into their marketing initiatives. Research has investigated the determinants of consumers’ brand extension evaluations, although results have not been entirely consistent since there are successfully brand extensions and alliances with low product fit. In our research we introduce consumer-company identification to better explain brand extensions and alliances’ success. Findings confirm a moderator effect of identification on the effect of product fit on purchase intention, both for corporate brand extensions and alliances