The influence of core‐brand attitude and consumer perception on purchase intention towards extended product

Purpose – This study aims to determine and discuss relevant factors and relationship models affecting consumers’ purchase intention towards the extended product, PC for Microsoft. The results are to serve as a reference for managers when implementing brand extension strategies. Design/methodology/approach – The two major factors, “core‐brand attitude” and “consumer perception fit”, have been included in studying their influence on consumer purchase intention towards extended products. Of the questionnaire surveys distributed to PC users in Taiwan, 667 valid samples were returned. Structural equation modeling (SEM) was used to establish the relationship model. Findings – The results indicate that consumers in Taiwan show a relatively high purchase intention towards virtually extended products, Microsoft PC. The relational structure shows that brand awareness has a significant influence on core‐brand image (parent‐brand image), thus indirectly affecting core‐brand attitude and causing impacts on consumer purchase intention towards extended products. On the other hand, consumer perception fit has greater influence than core‐brand attitude, denoting that both the brand association and product connection have a remarkable influence on consumer purchase intention towards extended products. Originality/value – The study proposes an effective structural model and notes significant influence factors for consumers’ purchase intention towards extended products.