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title = "Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit", abstract = "One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand.
2 between brand image perceptions and brand image associations with the number of brand buyers (or brand users). This study compares consumers’ evaluations of the brand extensions of competing brands.Consumers perceptions when evaluating brand extensions