عنوان مقاله [English]
The increasing cost of establishing new brand names in today's competitive market caused companies to use existing brands to offer new products to market. Therefore, the importance of brand extension strategy has increased. On the other hand, the mentality and perceptions of consumers from brand, make their purchase decision. This study was analyzed the impact of brand extension success drivers on consumers' attitudes toward brand extension, which lead to the consumer behavior in the market such as intentions, selection and repurchasing. The statistical population of this study were the consumers of food industry products (Tabarok products) in the Isfahan and the sample size of research was estimated 166. The instrument of data gathering was questionnaire and correlation coefficient and regression analysis were used to analyze the hypotheses and to identify the extent and intensity of the relationships between variables. At last, fuzzy TOPSIS technique was applied to rank the affecting drivers on the success of the brand. The results revealed that among the potential brand extension success drivers, parent brand quality and consumerâs experience have had a positive influence on consumerâs attitude and behavior, while, perceived advertising support, perceived fit and the availability of extension products have had negative influence. The ranking results also displayed that the fit between parent brand and extension product has the highest impact on consumers' attitude and behavior.