Abstract: This article extends a study on influence mechanism of perceived brand personality on brand extension evaluation, and finds the interaction effects of perceived brand personality and perceived quality of extension on brand extension evaluation. By testing a Chinese time-honored brand through a survey sample data of three cities in China, it is found that the salient perception of “humanity” moderates the effects of perceived quality of extension on the feedback evaluation to family brand beliefs, whereas a salient perception of “vogue” moderates effects of the perceived quality of extension on the brand extension typicality. The brand extension strategy of Shanghai Guan Sheng Yuan Group and its implications for the image re-building of Chinese old brands are also discussed.

Key words: brand individuality, brand extension, perceived quality of extension product