Models of the influences on brand extension evaluations generally stem from Western contexts, tested in limited product categories. This study extends an existing model by incorporating product innovativeness and consumer innovativeness, then testing the extension in the Chinese market. The present research includes three studies that explore the effects of order of entry, perceived parent-extension fit, product innovativeness, and consumer innovativeness on brand extension evaluations. The findings show that order of entry significantly affects extension evaluations, such that pioneering brands enjoy first-mover advantages; an interaction effect of order of entry and perceived fit exists only if product innovativeness is low; and the impact of order of entry on extension evaluation increases significantly among highly innovative consumers. These findings have notable managerial implications for global marketers.
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