“…Attitude towards extension and extension purchase intention were significantly correlated ( r = 0.87, p = 0.00). As a multivariate analysis of variance (MANOVA) can disentangle correlated dependent variables (Hair et al , 2010; Peter et al , 1975), we conducted MANOVA to examine the interactive effects of extension fit and ad appeal on attitude towards and purchase intention for the advertised brand extension. The MANOVA results revealed that both extension fit ( Wilk’s λ = 0.76, F (2, 188) = 29.50, p < 0.001, η p 2 = 0.24) and ad appeal ( Wilk’s λ = 0.97, F (2, 188) = 3.40, p = 0.04, η p 2 = 0.04) had significant main effects on the two dependent variables.…”