The Effect of Logo Attitude on Brand Extension Attitude

Brand extension attitude is an important marketing topic for academics and practitioners. Consumers evaluate brand extensions based on available and relevant information. The current study is one of the first attempts to empirically examine consumer attitudes toward logo and feedback effects on brand extension attitude. The impact of logo attitude on brand extension attitude was investigated by surveying the Iranian dairy industry. The empirical findings suggest that logo attitude was directly related to brand attitude and indirectly associated with brand extension attitude. Furthermore, the brand attitude had a direct positive effect on brand experience. Brand experience’s role in generating both brand equity and brand strength was confirmed. It was found that both brand equity and brand strength positively and significantly influenced brand extension attitude.