The Impact of Brand Equity, Brand Fit and the Moderating Effect of Extension-attribute-base on the Evaluations of Co-branding Products and the Original Brand Equity

Brands facilitate consumer decision process and make them more effective (Doyle, 1990). The primary purpose of this study is to investigate the impact of brand equity and brand fit on the evaluation of co-branding product, purchase intention and original brand equity.

In addition, the moderating effect of extension-attribute-base on the relationship among brand equity, brand fit, evaluation on co-branding products, purchase intention and original brand equity is also addressed in this study.