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The authors investigate the moderator effects of innovativeness and the need-for-status traits on the relationships between consumers' extension perceived fit (EPF), extension attitude (EA) and extension perceived value (EPV).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Experimental design with quantitative analyses based on a sample of 419 participants. Participants were randomly assigned to two treatments: low-fit and high-fit extension simulations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The purchase intention of the downscale vertical extension of a luxury OEM brand is directly influenced by EPV and indirectly influenced by consumer EA and EPF with the parent brand. Findings also suggest that parent brand equity is transferable to extensions that present closeness and consistency with the brand\u2019s heritage. Moreover, the need for status strengthens the relationship between the EPF and the extension perceived social value (EPSV).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The authors developed a realistic simulation of a downscale model of a well-known prestige\/luxury car brand. The authors test the influence of innovativeness and need-for-status personal traits on consumer extension acceptance.<\/jats:p><\/jats:sec>","DOI":"10.1108\/emjb-04-2023-0127","type":"journal-article","created":{"date-parts":[[2024,1,17]],"date-time":"2024-01-17T06:00:37Z","timestamp":1705471237000},"page":"453-473","source":"Crossref","is-referenced-by-count":1,"title":["Consumers' attitudes on downscale extensions of a luxury automotive brand"],"prefix":"10.1108","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8463-7962","authenticated-orcid":false,"given":"Gabriel","family":"Pedrosa","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7724-5204","authenticated-orcid":false,"given":"Helena","family":"Nobre","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8621-4963","authenticated-orcid":false,"given":"Ana","family":"Sousa","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,1,18]]},"reference":[{"issue":"1","key":"key2025052607501538900_ref001","doi-asserted-by":"publisher","first-page":"27","DOI":"10.1177\/002224299005400102","article-title":"Consumer evaluations of brand extensions","volume":"54","year":"1990","journal-title":"Journal of Marketing"},{"volume-title":"Multiple Regression: Testing and Interpreting Interactions","year":"1991","key":"key2025052607501538900_ref002"},{"issue":"2","key":"key2025052607501538900_ref003","doi-asserted-by":"publisher","first-page":"40","DOI":"10.1509\/jim.15.0055","article-title":"Brand image evaluations: the interactive role of country of manufacture, brand concept, and vertical line extension type","volume":"24","year":"2015","journal-title":"Journal of International Marketing"},{"issue":"3","key":"key2025052607501538900_ref004","doi-asserted-by":"publisher","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"7","key":"key2025052607501538900_ref005","doi-asserted-by":"publisher","first-page":"1005","DOI":"10.1108\/JPBM-10-2020-3149","article-title":"Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment","volume":"31","year":"2022","journal-title":"Journal of Product and Brand Management"},{"issue":"5","key":"key2025052607501538900_ref006","doi-asserted-by":"publisher","first-page":"713","DOI":"10.1108\/jpbm-11-2021-3722","article-title":"To be (family) or not to be (family): the familiness effect over brand authenticity posts on socialmedia and consumer engagement relationship","volume":"32","year":"2023","journal-title":"Journal of Product and Brand Management"},{"issue":"6","key":"key2025052607501538900_ref007","doi-asserted-by":"publisher","first-page":"601","DOI":"10.1016\/j.jbusres.2010.05.002","article-title":"Consumer innovativeness and its correlates : a propositional inventory for future research","volume":"64","year":"2011","journal-title":"Journal of Business Research"},{"issue":"5","key":"key2025052607501538900_ref008","doi-asserted-by":"publisher","first-page":"574","DOI":"10.1007\/s11747-015-0440-y","article-title":"Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands","volume":"43","year":"2015","journal-title":"Journal of the Academy of Marketing Science"},{"volume-title":"Handbook of Applied Social Research Methods","year":"1998","key":"key2025052607501538900_ref009"},{"key":"key2025052607501538900_ref010","doi-asserted-by":"publisher","first-page":"217","DOI":"10.1016\/j.enpol.2012.06.061","article-title":"Demand for mini cars and large cars; decay effects, and gasoline demand in Japan","volume":"50","year":"2012","journal-title":"Energy Policy"},{"key":"key2025052607501538900_ref011","unstructured":"Borges, R. 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