This research examines the effects of brand association reminding on brand extension evaluations. The current research demonstrates that perceived fit can be manipulated by reminding consumers of shared brand associations. Study 1 demonstrates that in an unsuitable brand extension with a low perceived fit, the perceived fit can be elevated by making a brand, that is similar to the core brand in certain aspects, in the extension category accessible. Study 2 tests the managerial implications of Study 1 by modifying the experimental paradigm to remind respondents of shared concepts between the core brand and the extension, with extension ads containing brand association attributes extracted from the core brand. The ads for the extensions are also found helpful in elevating the proposed unsuitable extension than the suitable extension.
