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Abstract The effects of product quality variability on the brand name-quality associations were studied under different brand extension conditions with two experiments. The results of experiment one showed that, when the parent brand product was high quality, the declination of sub-brand’s quality decreased the association strength both between the parent brand name\sub-brand name and high perceived quality; while parent brand was low quality, the variability of sub-brand’s quality had no effect on brand name-quality association. The results of experiment three showed that, when the sub-brand product was high quality, the declination of parent brand’s quality decreased the association strength between the parent brand name and high perceived quality, while increased the association strength between the sub-brand name and high quality; when sub-brand was low quality, the variability of parent brand quality decreased the association strength both between parent brand name/sub-brand name and hi
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Received: 25 November 2008
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2009, Vol. 1 
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