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المجلة الأکاديمية للبحوث التجارية المعاصرة
This study aims to examine the effect of both the perceived fit between the existing brand product and its extended product and the company size, as well as the interaction between them on customers' attitudes towards brand extended products. It also determines the effect of perceived fit on the purchase intention of the extended products. In addition, it examines the moderating effect of both brand experience and customer innovativeness in the relationship between perceived fit and customers'doi:10.21608/ajcjc.2021.209520 fatcat:cm6bgrlerjar7ojl4h7ew3nk4u