The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit dimensions. Specifically, this research examines how the perceptions of the product extension's complementarity and substitutability affect the relationship between perceived difficulty of manufacturing the extension and extension attitude. To test these relationships, the study uses a four-country sample comprising of both graduate and undergraduate students. Study results demonstrate that perceived complementarity helps easy-to-make extensions while hurting difficult-to-make extensions, but perceived substitutability hurts extension attitude. These findings advance theory and offer managerial implications. Product and brand managers need to consider the joint effects of consumption fit and extension difficulty while using brand extension strategies.