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'

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... ttitudes towards the extended products. Finally, it examines the mediating role of the customers' attitude towards extended products in the relationship between the perceived fit and the purchase intention of the extended products. The current study relied on the factorial design. A non-probability sample was drawn from customers who had previous experience with the selected brands. The results showed that there was an effect of both perceived fit between the existing brand product and its extended product and the organization size on the customer attitudes towards brand extended products. The study also found that there was a moderating effect of the brand experience in the relationship between perceived fit and customer attitudes toward the extended products.