New brand extensions are generally supported by substantial communication efforts to build on existing product associations (Dawar , 1996 . However , if the extension is close to the weakly associated product , context cues should primarily focus on it , especially if the target consumers are knowledgeable about the brand . Activating the strongly associated product would be a mistake in this communications should cue the product close to the extension product in to maximize consumer perceptions of fit (Dawar , 1996 . Dawar (1996 ) argued that...











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