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ROLE OF BRAND-SPECIFIC ASSOCIATIONS IN BRAND EXTENSION By SUSAN M.BRONIARCZYK A DISSERTATION FI^ESEHTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFI LUCENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 1992 UNIVERSITY CF FLOni DA im!These studies find that brand-specific associations moderate the effect of brand affect and product category similarity on brand extension judgments only for consumers high in brand knowledge.Taken together, the results indicate very strong interactive effects among brand-specific associations and previously identified determinants of extension.

Initial studies have followed the natural tendency to determine at a general level which variables are associated with successful brand extension.

Empirical results have found that brand affect and product category similarity influence consumer perceptions of brand extensions.

This dissertation postulates that brand-specific associations moderate the effect of brand affect and product category similarity on brand extension judgments.

They surrounded me with their love and support and were always there when I needed them. 163 IV DETAILED LISTING OF TASKS FOR EXPERIMENT 3 . 201 REFERENCE LIST 210 BIOGRAPHICAL SKETCH 214 Abstract of Dissertation Presented to the Graduate School of the University of Florida in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy ROLE OF BRAND-SPECIFIC ASSOCIATIONS IN BRAND EXTENSION By Susan M. Alba Major Department: Marketing The dissertation investigates the role of brand-specific associations in brand extensions.

Finally, I would like to thank my fellow doctoral students, especially Cindy Copp and Michelle De Moss, who helped make Gainesville home. Existing research has examined the determinants of successful brand extensions at the product category level.

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