1、Over the decades，brand extension has been a core marketing strategy for a great number of companies. Brand extension enjoys a good reputation for bringing practical advantages to companies whilst it faces disputation at

2、the same time because of a relatively high percentage of failures. Using modified Aaker?s brand equity model as the theoretical framework，the author undertake a comparative case study to analyze the opportunities and cha

3、llengesa company might face while using brand extension strategy. This research investigates perceived global brand，brand origin image，and brand origin–extension fit as drivers of brand extension success that are mediate

4、d through parent brand quality and brand–extension fit. The paper present two complementary studies based on consumer samples from a mature and an emerging market respectively. In both studies，out of all drivers examined

5、，the brand origin–extension fit has the strongest effect on brand extensionsuccess both in terms of quality evaluations and purchase intentions. The findings further indicate that extension success is more influenced by

6、consumers?perceptions of the country from which the focal brand originates than by their perceptions of the brand?s global availability and reach. Implications of the findings for theory and practice are considered and f

7、uture research directions identified.
　　Purpose–Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perc

8、eived global or local origin impacts evaluations of brand extensions.
　　Originality/value–This paper reveals for the first time that distinct origin associations can initiate spillover effects across parent brands and