The Influence of the Brand Image and Information Involvement on the Evaluation of Brand Extension - The Case of Taiwan

AbstractThe aim of this research is to explore how the images of current brands, the involvement of information the consumers receive and the interaction between the consumer characteristics affect their evaluation of brand extension in developing the brand extension. The research results report that the different brand images (functional, symbolic and experiential images) have significant influence on the evaluation of extension brands and the subjects with high information involvement would make better evaluation of the extension brand than the subjects with low information involvement.