This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....

Since Ackoff (1970) suggested that a business strategy can be formulated on the basis of the key relationship between managerially controllable (strategic) and uncontrollable (environmental) variables, many research studies have explored strategic models that explain performance in terms of...