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The Role of Attitude toward the Parent Brand, Brand Extension Evaluation, and Social Proof Message in Consumer's Attitude toward Brand Extension and Purchase Intention of IT Products

1The purpose of this research is to explore how attitude towards the parent brand (ATB), brand extension evaluation (BEE), and social proof message (SPM) affects consumer's attitude toward brand extensions and purchase intention. We concluded that attitude towards the parent brand has statistically significantly effects on both brand extension evaluation and social proof message. Not only when the consumer had a negative attitude towards the parent brand were there effects on attitude toward brand extension and purchase intention, but also when there was a high brand extension evaluation and social proof message. This research includes different managerial implications on marketing brand extension products from parent brands.