【正文】 Even though the variables addressed in the brand extension literature are very broad, we will focus on those perceptual factors that have an influence on brand extensions are one of the most popular strategies for leveraging brand equity. By launching new products under popular brand names, firms hope that consumers will respond more favorably to the new offering, due to their familiarity with the parent brand, positive feelings toward the parent brand, and positive attribute and nonattribute associations they have with the parent brand. Compared to launching a new product under a new brand name, brand extensions can increase the efficiency of promotional efforts, improve access to distribution channels, and reduce consumers39。 Sharp, 1993). Even though the associations for the new product may be positive, negative associations might be created that adversely affect the brand image (Pitta and Katsanis, 1995。 Aaker and Joachimsthaler, 2020。zquez et al., 2020). This method of measuring brand image provides us with what we refer to as product brand image. Not all panies have the same opportunities to extend their brands, as it is conditional on their historical brand strategies (Mihailovic and de Chernatony, 1994。 Hsieh, 2020). However, these always have taken into account that not only must the physical attributes of the products be considered, but also the functional, emotional and selfexpressive benefits (Davis, 2020。 Hogget al., 2020。 1998) emerge two key concepts: brand identity and brand image. Aaker and Joachismsthaler (2020) define brand identity “a set of brand associations that the brand strategist aspires to create or maintain”. Brand identity has to consider multiple aspects, such as the desired positioning and the personality (de Chernatony, 1999), which are attenuated by the organizational culture and the relationships staff build with stakeholders. Facilitated by munication mechanisms (Kapferer, 1997), the brand identity forms associations in the consumer’s mind resulting in a brand image. Both concepts are interrelated and through assessing the congruence between brand identity and image this enables corporations to refine their brand strategy (van Rekom, 1997。 Swaminatham et al., 2020), or experimentation with samples reflecting specific aspects of brands being studied (Loken and John, 1993。 Gronhaug et al., 2020。 John et al., 1998). The majority of studies in the literature consider perceptions when evaluating the variables that can have a positive or negative influence on the extension, as well as attitudes towards the extended brand. Furthermore the majority of studies are based on experimentation with groups of students. Exceptions to this are seen when the data has been obtained from market survey (Dacin and Smith, 1994。 G252。 Fournier, 1998。 Brand extensions。 Perception。 外文 原文 : The effect of brand extension strategies upon brand image This paper was developed during the first author’s research stay at the Centre for Research in Brand Marketing, Birmingham Business School, supported by the “Ministerio de Educaci243。n, Culturay Deporte” of the Government of Spain (Ref. PR2020012). She wishes to express her gratitude for the financial help received from the CICYT (project SEC202003949). The authors would like to thank Susan Drury for her helpful ments. Abstract The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates that the extension strategy dilutes the brand i