The Influence of Affective Trust on Brand Extension Quality Perceptions and Purchase Intentions
Neel Das, Michael Dotson, Jennifer Nevins Henson

Abstract
Although trust has been implied in previous brand extension research, few researchers have directly incorporated trust in their investigations. Given the scant attention devoted to the affective component of trust, this study provides an insight into the role of affective trust on brand extension assessment. A between subjects experimental design indicated three-way interactions on the two dependent variables – quality assessment and likely purchase intention. For a high brand extension fit, when the affective trust was low, greater quality assessments and purchase intentions were found for the parent brand with superior associations than for that with inferior associations. Interestingly the results flip for a low extension fit. For a low extension fit, when the affective trust was high, significantly greater quality assessments and directionally greater purchase intentions were found for the parent brand with superior associations than for that with inferior associations.

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