INTRODUCTION:

The topic of marketing is the determination of the effective position as one of the most critical tasks of marketing. Positioning is a process by which a particular position is created in the minds of the customers to certain brands than the others.

To identify a unique stand on the market, you must differentiate your product or service so that the position of the product differs from that of the other competitor products (Onsager, Helfrich, Perugini, Chmiel, and Miller, 2014) Is. Then this position should be transferred into the heads of the customers, so that when a customer hears of this mark, this position is connected in his mind (Bingham, 2010). Thereafter, the position of the brand was identified on the market, the marketing managers of the corporations should decide on the new products they will produce, whether these products come on the market with the previous brand or they should have a new brand for them (Johnson, 2013). In this case, the issue of brand expansion is addressed by the fact that this paper deals with this issue at a strategic level. The concept of brand expansion is referred to as the use of existing brands for the addition of new product categories and groups (Keller and Aaker, 1992). Brand expansion occurs when a company uses a brand to name a new product (Keller, 2002).

The concept of brand expansion has been developed in various studies, which are based almost on similar definitions and tested in different areas. In many studies, brand expansion has often been defined as the added value of a brand for a product category. Aaker and Keller (1990) and Bush et al (1987) laid the theoretical basis for empirical research in this area (Boush et al., 1987; Aaker and Keller, 1990). These studies focused on two models: Information processing and the transfer of the effect. The theory of information processing provides the basic characteristics of consumer attitudes towards brand expansion (Aaker and Keller, 1990). This theory explains a cognitive method for evaluating brand expansion. In their primary study, Aaker and Keller (1990) have tested this theory in their brand extension model via the consumer market. They focused on the cognitive process of evaluating brand enhancements with a number of cognitive effects. The model of information processing shows the natural cognitive method of the human thought process. The thought cycle begins with the first consideration by a consumer and is supplemented by feedback and perceived performance with the discarded stimuli.

In contrast, there is another theory, the theory of. In the transmission of the impact theory, the effect associated with the attitude of the consumer is analyzed in the forms of perception of the consumer. Before specifying the concept of bran extension in a product category, it should be borne in mind that consumers have previously had a certain attitude and recognition of the parent brand and product category. These attitudes include a combination of apparent and cognitive aspects (Fishbein and Ajzen, 1975). Based on the two theories of information processing and transmission of the effect, the influence on the parent brand will only be transferred to the brand extension if there is a fitness between the parent brand and the extension categories. In other words, if there is one of the obvious or cognitive aspects between the brand extension and the mother product categories Fitness, the setting for enlargement will be optimal (Boush et al., 1987).

According to studies carried out in the area of brand expansion, this problem has raised the question for the researcher that what factors influence the extension of the brand HEPCO on the market of the street factory? Whether the famous and positive perception of the current brand is a reason for accepting or increasing the likelihood of buying the new product with the same brand or not? And what factors do the acceptance of this action involve?

Factors Influencing Brand Expansion:

Earlier research in the area of brand expansion had sought to answer the question of which variables have a significant impact on the success of the brand expansion (Sunde and Brodie, 1993; Uncle, 1996). Previous research in the area of brand expansion can be divided into three approaches based on the independent variables tested (Chang, 2005): 1) The approach in relation to the Mother brand, 2) The approach focuses on fitness, 3) the approach in Related to the characteristics of the consumer.

1. The approach related to the Mother brand: Brand expansion is a strategy based on the particular value of the brand. This means that brand expansion is based on the assumption that the special value of the brand can be transferred to a new product that is completely relevant to the brand, so that the brand extension will increase the special value of the parent brand (TAO, Zhimei, Wang, and Ping, 2014). The special value of the trade mark is "a series of trade objects and obligations relating to the trade mark which reduce or increase the value generated by a product or service of a company and/or for its consumers" (Aaker, 1991). The approach associated with the parent mark is closely linked to the particular value of the parent brand. Previous studies have shown significant correlations between the components of the special value of the mark, including the relationship between the perceived quality of the parent brand and the assessment of brand expansion (Bottomley and Doyle, 1996; Keller and Aaker, 1992; Sunde and Brodi, 1993). These correlations indicate that, if the quality of the parent brand has been perceived as high, the attitude of consumers towards enlargement is directed towards a positive orientation (Aaker and Keller, 1990).

2. The approach focuses on fitness: studies on consumer behaviour have shown that the assessment of consumer brand expansion is primarily based on the perceived fit between the parent brand and the extension of that brand Depends on The similarity or function overlap between the nut mark and the developed products (Aaker and Keller, 1990; Boush and Loken, 1991; Romeo, 1991); Class similarity and the conformity of the brand concept (Park et al., 1991); Commitment to the mother brand in the development of new products (Broniarczyk and Alba, 1994); Link of the parent brand with the brand extension (Bridges et al., 2000). A strategy of brand expansion, which has good fitness, is expected to reinforce the implication of the current parent brand and lead to a better attitude towards the parent brand. The researchers have shown that the more favorable the evaluation of brand expansion will be (Boush and Loken, 1991; Keller and Aaker, 1992).

3. The approach was based on the characteristics of consumers: Recent research has shown that the consumer's attitude towards brand expansion affects the purchasing of developed products; This attitude is also dependent on the different levels of behaviour of consumers. These studies have led to the formation of two approaches: The theory of the planned behavior (TPB) and the Theory of Rational action (TRA). The theory of the planned behavior (TPB) is a developed state of the Theory of Rational action (TRA), which is perceived by behavior and is known as a factor that can influence the intentions and behaviors (Ajzen and Fishbein, 1980). Tra suggests that people be sensible and use all available information and evaluate the consequences of their actions before making a specific decision (Ajzen, 1985). On the other hand, TBP suggests that the intent of the individual is transformed into a behavior when this behavior is predictable and the intention to do behavior is considered as motivation (Ajzen, 1991).

According to three attempts which are mentioned on top have the studies which have identified the factors which are effective in the assessment of the brand enlargement by using the abovementioned beginning and the combining of these attempts with the draught of the brand enlargement, five factors known influence on the assessment of the brand enlargement. These factors enclose: the assessment of the parent brands, differences in the perceived quality of the brand briefcase, the consumer behaviour and the settings of the consumers to the brand enlargement.

Development of a Concept Model:

Former studies have shown that the perceived quality of the parent brand has positively respect with the brand enlargement appraisal. I.E. if the parent brand has good quality in the opinions of consumers, the new products with the same brand also feel like on a good quality of buyers. In most of these studies the settings to the parent brand have been examined (Bhat and Reddy, in 2001; McCarthy among other things in 2001). In addition to the perceived quality the knowledge about the brand can be looked as a factor which concerns the brand enlargement appraisal. Researchers have shown that consciousness or knowledge of the parent brand concern positively the brand enlargement appraisal (man among other things in 1996; Sheinin, in 1998).

Moreover, one is said that the high closeness with the brand leads to more favourable purchase intentions and more favourable brand enlargement appraisal. All together we can say that the components of the special value of the parent bran have positive respect with the brand enlargement appraisal including the perception of the quality, setting to the parent brand, the knowledge about the brand and the closeness with the brand and have thesis components also interaction with each other (Desai and Ratneshwar, in 2003).

According to the relations under these components and the special importance which has the parent brand appraisal in studies linked with the brand enlargement the mentioned variable has been settled in the form of the following hypothesis: Hypothesis 1: The appraisal of the parent brand HEPCO concerns brand enlargement appraisal HEPCO.

Differences in the perceived quality of the brand briefcase:

Previous research has shown that the number of brand extensions to date, the proliferation of the parent brand and the differences in the perceived quality of the trademark case affect consumer branding (Smith and Dacin, 1994; Randall and Ulrich, 1998; Delvecchio, in 2000). This study, among these variables, has accepted the differences in perceived quality in the brand briefcase as the independent variable in its model, because education is the easier comparison with two other variables of it surgically by the Questionnaire. Therefore, this study suggests the second hypothesis as follows: Hypothesis 2: The differences in the perceived quality of the brand Briefcase Hepco concern the brand enhancement evaluation HEPCO.

Perceived Fit:

Following the primary study carried out by Aaker and Keller (1990) in the area of brand expansion, the perceived fit between the parent brand and brand extension has always been seen as an effective factor in the assessment of brand enhancements. The similarity (including the class similarity and conformity of the concept of the mark) between the parent brand and the extension of the brand in the previous studies was positively effective in the assessment of brand expansion (Bhat and Reddy, 2001; Jack and Smith, 2001). On the basis of these studies, this research has therefore dealt with the perceived fit between the parent brand and the extended marks as a separate variable, which is indicated as a third hypothesis: Hypothesis 3: Felt fit between The parent brand HEPCO and its extended brands influence the evaluation of the brand expansion of HEPCO (Young, Mathews, and Pietrobon, 2013).

Behavioral Intentions:

Following the independence of the concept of brand expansion, a hypothesis was developed which shows the effects of consumer behavioural intentions on the assessment of Brand expansion, which was given in the form of the fourth hypothesis. This hypothesis was not taken into account in the previous studies and is from the innovations of the present study. Hypothesis 4: Consumer behavioural intentions influence the assessment of the brand expansion of the HEPCO.

Relationships between the independent variables:

Most of the previous studies focused on the direct relationship between the fire extension assessment (the dependent variable) and the independent variables. In other words, these researches did not take into account the dependency relationships between the independent variables (Volckner and Sattler, 2004). Only a few previous studies have investigated the dependency relationship between the independent variables; For example, Volckner and Sattler (2004) have tested a structural model as a success factor for brand expansion (Valckner and Sattler, 2004). In their model, the quality of the parent brand, the acceptance by the trader, relevance and innovation were external (independent) variables that had a significant impact on the dependent variable. Overall, Volckner and Sattler (2004) showed that there can be dependency relationships between the independent variables. In this study, in addition to the relationship between independent variables and the dependent variable, the relationship between the independent variables was also investigated. The present study will examine the internal relationships between the independent variables (parent brand evaluation and perceived fit, felt fit and consumer attitudes to enlargement, differences in perceived quality of Brand portfolios and consumers the attitudes towards enlargement and the attitude of the consumer to expansion and behavioural intension have been tested in the form of hypotheses.

The relation between the mother brand assessment and the perceived fit:

The respect between both independent variables was suggested by Aaker and cellar in the first research and was tested (Aaker and cellar, in 1990). In your research model the relation was examined between the brands Verlängerungs Assessment (the dependent variable) and the independent variables including the perceived quality of the mother's brand, the perceived fit and the conditions by brands Enlargements (Neff, Uebernickel, Zencke, and distiller, in 2013). Also the direct effect between the perceived quality of the mother's brand and the perceived fit was tested. On the basis of the results of the researches of Aaker and cellar (1990) a study which has similar results with the called scientists was carried out in Turkey. Based on Czellar (2003) one can say that the felt fit can act as between variables to transfer the components of the setting of the mother's brand in the direction of new brands Enlargement. Hence, the fifth hypothesis was developed in the present paper as follows: Hypothesis 5: Evaluation of the mother's brand HEPCO affects the felt fit between the mother's brand HEPCO and her enlarged brands.

The connection between the perceived fit and the setting of the consumers to the brands Enlargement:

Most researchers have found the direct effect between the felt fit of the consumers and the brands Enlargement which many of you on the perceived fit and resemblance have focused. Many of these researches know the act of the crossing theory (ATT) as a theoretical logic (Aaker and cellar, in 1990; Boush et Al., in 1987; Boush and Loken, in 1991; Bottomley and lovely, in 2001; park et Al., in 1991). According to ATT a sign or a sign is "fit" for the fact that the consumers have effects on the new product and his desirability basing on it. If there is a fitness (proportion) between the developed product and the categories of the mother of product, the setting is more favourable for the development. It is expected from a development which has a good suitability to combine with the mother's brand that these connections can strengthen the topical image of the mother's brand with the consumers and lead to more Optimalität of the setting compared with the mother's brand.

Several studies have shown that leads the brands Enlargement to the fact that the consumers have a better setting to the mother's brand (Aaker and cellar, In 1990; park et Al., in 1991; Loken and John, in 1993; Boush and Loken, in 1991). To raise thus the resemblance between the brands Enlargement and the mother's brand, the positive assessment of the enlargement by the consumers becomes more likely (Aaker and cellar, in 1990; Boush and Loken, in 1991; MacInnis and Nakamoto, in 1990). After the knowledge in this study the sixth hypothesis is formulated as follows: Hypothesis 6: the felt fit between the mother's brand HEPCO and the enlarged brands influences the consumption ducks compared with position of the brands Enlargement of HEPCO.

The connection between the difference in the quality of the brand port folio and the setting of the consumers to the brands Enlargement.

Investigations have shown that the quality of the brand has an interaction ulna effect with the assessment of the consumers from the brands Enlargement. The setting to the mother's brand will transfer on the brands enlargement that, the higher is the perceived quality of the enlargement, the more positively works you on the acceptance of the enlargement (Yan, Yan, and Wang, in 2013). Vice versa: the quality of the developed products is the higher, the more there rises the quality of the mother's brand. Hence, it is assumed in this study from the fact, that if the brand HEPCO associates the high quality which will connect development of the brand HEPCO also the high quality of the new products. The first researches which have dealt with this subject were carried out by Aaker and cellar and have examined the connection between perceived quality and setting to the enlargement (Aaker and cellar, in 1990). However, complementary studies showed that the direct effect of the quality on the setting is not verified (cellar and Aaker, in 1992). The setting of the consumers is formed often on the basis of high quality and unique qualities of the product, and if the mother's brand has a higher quality, the setting to the brands Enlargement becomes more positive (Low and Lamb, in 2000). Hence, this study suggests the seventh hypothesis, as follows: Hypothesis 7: the differences in the perceived quality of the brand port folio of HEPCO influence the setting of the consumer to the stations of the brands Enlargement of HEPCO.

The relation between the setting of the consumers to the brands Enlargement and the behaviour intentions.

Investigations have shown that the position of the consumer depends on different levels of his behavioral intention (Ajzen, in 1991). Also one can say that the setting to the brands Enlargement to the purchase of the enlarged product affects. In addition, the effect of the brand affects positively the purchase intention (Bhat and Reddy, in 2001; Lane, in 2000). Park and Kim (2001) also with the help of structural models ascertained that the setting of the consumers to the stations of the brand the purchase intentions of the enlarged products (park and Kim, in 2001) influence. Hence, this study suggests the eighth hypothesis, as follows: Hypothesis 8: the position of the consumer towards of the brands Enlargement of HEPCO affects the behaviour intentions of the consumer. Table 1 has made available a summary of the present researches about the kinds of relations between variables.

RESULT:

The interviewees were asked to announce your from 1 to 5 preferences for streets construction arrangements (machines). As a reaction to it 100% of the tests chose Caterpillar as her first priority and 100% of you chose Komatsu as her second priority. 88 percent chose Volvo as the third priority, and 12 percent chose Hyundai as the third priority. The answers to the fourth priority, 12 percent belonged to Volvo, 21 percent to case, 17

percent on Hyundai, 10 percent on New Holland, 18 percent on Fiat Allis, 15 percent on Mitsubishi and 7 percent on Hitachi. 77 percent of the fifth priority heard HEPCO, and from 23 percent remained 15 percent of Fiat Allis and 8 percent to XCMG. Thus we can come to the end that 77% of the deliberate random check have selected corporation HEPCO as her fifth priority with the choice of the brands of road construction machines.

One can say that the best known brands are machines in Iran Caterpillar and Komatsu for road construction that this can be for the corporation HEPCO strength, because Komatsu is one of the trading partners of HEPCO. The factors which influence the recognition of the brand HEPCO at the market of the road construction machines in Iran are: Strength and durability and the retention of the original achievement.

The factors which affect the enlargement of the brand HEPCO: According to the interviewees the factors which influence the brand Hepco are developed between the brand HEPCO and her enlarged brands, the resemblance of the quality of the developed products with other products by HEPCO, the resemblance of the developed products of HEPCO with the original brand HEPCO, the resemblance of the quality of HEPCO, the products with other products of HEPCO, and the recommendation of the brand HEPCO to others. We can say about the assessment of HEPCO by the consumers that HEPCO has optimum conditions in the following components: the resemblance of the quality of the developed products with the original brand of HEPCO, the resemblance of the developed products to other products of HEPCO, the felt fit between the brand HEPCO and her developed brands.

After this phase we deal with test hypotheses and the conceptual model and discuss and identify the factors which influence the enlargement of the brand HEPCO.

Factors Affecting HEPCO Brand Extension:

Table 2 summarises the results of test hypotheses. After the refusal of the first and second hypotheses we can say that both factors of the mother's brand HEPCO and the perceived quality of the brand port folio of HEPCO have no respect with the enlargement of the brand HEPCO. The third and fourth hypothesis were accepted, and we can say that there are considerable connections between perceived fit and the behaviour intentions of the consumers and has the brands Enlargement of the brand HEPCO a meaning degree of 99%.

Mutual relationships among the independent variables:

The fifth hypothesis was rejected with a mistake step of 5%, and we can say that the assessment of the brands Enlargement of HEPCO has no significant respect with the perceived fit. The acceptance of the sixth hypothesis has shown that there is a significant connection between the perceived quality of the brand port folio of HEPCO and the setting of the consumers to the enlargement of the brand HEPCO. The refusal of the seventh hypothesis pointed to the fact that there is no significant connection between the perceived quality of the brand port folio of the brand HEPCO and the setting of the consumers to the enlargement of the brand HEPCO. The acceptance of the eighth hypothesis points to the fact that there is a connection between the setting of the consumers to the enlargement of the brand HEPCO and the behaviour intentions of the consumers.

DISCUSSION AND CONCLUSIONS:

The results of the hypotheses of the present study agree in most cases with their former studies, and these results in comparison to those of Chang and Lee which identical results with the results of the present study have are not too unexpected (Chang, in 2005; Lee, in 2007). Nevertheless, some results (under it the missing connection between perceived quality and the assessment of the mother brands with the assessment of the brands Enlargement and also the lack of respect between perceived quality and the setting of the consumers to the brands Enlargement) are different than with former researches. In the next discussion we will discuss beside the analysis and information of the reason to achieve these results the achieved results and compare you to their former results in further details.

Mother brand assessment:

All together the won results of the present study point to the adequate assessment of the mother's brand HEPCO by the users of the products of this enterprise, but as after statistical tests, there is no respect between parents brand assessment and brands Erweiterungs Assessment we cannot come to the end that the assessment of the brands Enlargement of HEPCO is optimum. Hence, we cannot expect on account of the right assessment of the brand that the brands Enlargement of this enterprise are successful. These findings stand in the contrast to former studies because the researchers showed that the enlargement of the mother's brand hangs together positively with the assessment of the brands enlargement (Chang, in 2005; cellar and Aaker, in 1992). It seems that one of the reasons is a brand assessment and his brands Enlargement assessment for the missing respect between mother HEPCO that corporation HEPCO produces the valid international brands in Iran and it is possible that it cannot hold the original quality of the products in manufacturing.

Would make a distinction in the perceived quality of the brand port folio: after our knowledge there is no respect between these variables and the HEPCO brands Erweiterungs Assessment, and it is, while Chang (2005) and other researchers have reached to the contrary results (Chang, in 2005; Smith and Dacin, in 1994; Randall and Ulrich, in 1998; Delvecchio, in 2000). The possible reasons for the missing respect between these both variables are: (1) the different quality of the port folio of the HEPCO products that the difference in quality is visible in two sentences of HEPCO products: (a) The differences in quality between the brand HEPCO Partner (how Volvo, Komatsu, New Holland, etc.) since every brand has another perceived quality before the customer and than result these brands do not suggest an identical high-class level to the customers; (b) the different quality under the products with the brand HEPCO and the original brands like Komatsu and Volvo. (2)

The felt fit between the mother's brand HEPCO and her developed brands: our results showed that there is a portion (fit) between the mother's brand HEPCO and her developed brands from one side, and on the other side there is a positive relation between perceived fit and the assessment of the brands Enlargement of HEPCO. These both results were achieved by Chang (2005) and other researchers. Because HEPCO introduces several brands in cooperation with trading partners, is recommended, the favourable brands in her products to enterprise to create the fitness between the mother's brand and her enlarged brands, and consequently the likelyhood, that success of the enlarged brands increases.

Behaviour intentions of the consumers:

This study has shown that there is a connection between the behaviour intentions of the consumer and the assessment of the brands Enlargement of HEPCO. This result is the innovative aspect of the present research which was not considered in the preceding researches. One of the components which is looked as one of the clue for behaviour intentions in this research is the recommended brand for the others, and while most interviewees announced that you recommend the brand HEPCO to the other, is forecast that the brand HEPCO Lengthening will be successful.

Mother brand assessment and perceived fit:

In this research it was observed that the HEPCO mother has brand assessment no respect with the perceived fit of the mother's brand HEPCO and her developed brands. This result was also achieved by Chang (2005), but Aaker and cellar (1990) closed the opposite of this result and pointed to the direct influence of the mother brand assessment on the perceived fit that Czellar (2003) also confirms the results of Aaker and cellar (1990). Finally, hence, we cannot demonstrate our opinion about the relation between these both variables. To the future researchers it is recommended to investigate this respect in her aim population further.

Felt fit and the setting of the consumers to the enlargement:

The present study has shown that there is a positive significant connection between perceived fit and the setting of the consumers to the brands Enlargement. And this is the result which Lees (2007) and other researchers have reached (table 1). To HEPCO managers it is recommended to use these findings in her marketing activities.

Made a distinction in the perceived quality of the brand port folio and the setting to the enlargement:

The results of the present study showed that the difference has no effects on the setting of the consumers to the enlargement of the brand HEPCO in the perceived quality of the brand port folio of the HEPCO; one finds out during, Lee (2007) and Low and Lamb (2000) that if the mother's brand has a higher quality the setting to the brands Enlargement becomes more positive (table 1); however, Aaker and cellar (1990) as well as cellar and Aaker (1992) found out that the quality does not affect directly the setting of the consumers. It seems that in the background conditions of the present study that HEPCO as the independent do not undertake during the production of the road construction machines are looked which is a reason for the absence of this respect. Since this undertake, indeed, the representative of several brands is in the form of the brand HEPCO and is not the mother of the single brands. If the consumers have a positive setting to the quality of one of the brands of HEPCO, this positive setting on the brand is led back by partner HEPCO and not on the brand HEPCO. To the future researchers it is recommended, this respect in one undertake like HEPCO and an original Manufacturing corporation to compare, so that the results of these researches can give the kind of this respect.

Position towards the enlargement and the behaviour intentions of the consumers:

All together the won results point to a positive setting to the enlargement of the brand HEPCO with the consumers, and it seems that this position a direct and positive respect with the consumer of behaviour intentions, that if this position is strengthened leads it to more recommendation of the brand HEPCO. The respect between these both variables was approved in a research by Lee (2007) and some other (table 1).

Because the present research has examined the opinions of the shopping managers of the class a street enterprise and transportation company of the streets and traffic organisation, is confronted with a restriction concerning the statistical population, so that a generalisation of the results must be done with care, during if all streets construction groups were looked as the test and the users of these machines were asked who could be generalised results for the society.

After the research model it is expected that LEZERL software for the analysis of data is used, but on account of the limitation of the statistical population (N = 87) these figures were not sufficient to be analysed by LEZERL. To the future researchers it is recommended to include all streets construction groups who can test in this case the research model with LEZERL software, and the results of the research can be generalised on more groups.

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Received on 31.10.2018 Modified on 20.11.2018

Res. J. Humanities and Social Sciences. 2019; 10(3):813-821.

DOI: 10.5958/2321-5828.2019.00134.7

Variables Type of relationship	The existence of relationship
The parent brand evaluation and the brand extension evaluation	Aaker and Keller (1990), Bhat and Reddy (2001), Bottomley and Doyle (1996), Boush, Shipp and Loken (1987), Broniarczyk and Alba (1994), Dacin and Smith (1994), Gelin and Brodie (1998), Keller and Aaker (1992), McCarthy, Heath and Milberg (2001), Sunde and Brodie (1993), Chang (2005)
The perceived quality And the brand extension evaluation	Dacin and Smith (1994), Randall and Ulrich (1998), DelVecchio (2000), Chang (2005)
The perceived fit and the brand extension evaluation	Aaker and Keller (1990), Bhat and Reddy (2001), Bottomley and Doyle (1996), Bottomley and Holden (2001), Boush and Loken (1991), Bridges, Keller and Sood (2000), Broniarczyk and Alba (1994), Flalahartti and Papas (200), Keller and Aaker (1992), Klink and Smith (2001), Sunde and Brodie (1993), Chang (2005)
The consumer’s behavioral intensions and the brand extension evaluation The parent brand evaluation and the perceived fit	This is the innovation of the present study and indicates the positive relationship between these two variables Aaker and Keller (1990), Czellar (2003), Chang (2005)
The perceived fit and The consumer’s attitude towards the brand extension	Aaker and Keller (1990), Boush and Loken (1991), Park, Milberg and Lawson (1991), Loken and John (1993), MacInnis and Nakamoto (1990), Lee (2007)
The perceived quality and The consumer’s attitude towards the brand extension	Low and Lamb (2000), Lee (2007), Aaker and Keller (1990), Keller and Aaker (1992)
The consumer’s attitude towards the brand extension and The consumer’s behavioral intensions	Ajzen (1991), Bhat and Reddy (2001), Lane (2000), Park and Kim (2001), Lee (2007)

Hypotheses	Test validity	Results
The relationship between HEPCO parent brand evaluation and HEPCO brand extension evaluatiopn	0.051	rejected
The relationship between perceived quality and HEPCO brand extension evaluation	0.843	rejected
The relationship between perceived fit and HEPCO brand extension evaluation	0.009	accepted
The relationship between behavioral intentions and HEPCO brand extension evaluation	0.000	accepted
The relationship between HEPCO parent brand evaluation and perceived fit	0.671	rejected
The relationship between perceived fit and consumer’s attitude	0.000	accepted
The relationship between perceived quality and consumer’s attitude	0.133	rejected
The relationship between consumer’s attitude and behavioral intentions	0.000	accepted