The Effect of Initial Brand Image on Category Fitness and Brand-Extension Attitude

Abstract: The introduction of products with a similar brand name can function as a lever on the brand image, brand awareness and in general in reaching the brand equity in the established markets, the relation or connection of an existing brand with a new product can affect the relations and connections of the existing brand image as well as the loyalty to the brand. This effect can be positive or negative. Through investigating this image the researcher tried to help the company to guaranty a fit image, compete in the global scene and stabilize its position. The study in this research took place on Tehran districts. As the sample, the researcher chose 500 of Faloodeh-ice-cream consumers of Mihan Company through simple cluster sampling and gained the required data about the consumers' views and ideas through questionnaire. The data has been analyzed by using Lisrel software. The research findings showed that the brand image has positive and direct influence on the perceived category fitness, the perceived category fitness on the brand-extension attitude and the initial brand image on the brand -extension attitude respectively. Companies had better avoid ruining the original brand position in the consumers' mind by maintaining the appropriateness of their new products which were produced in proportion with the consumers' ideas and needs