<p>This study discusses the influence of quality, fit, attitude toward brand extension ad, advertising appeal, and brand concept in evaluating brand extension and the parent brand after brand extension.<strong> </strong>This research uses experimental design. Emotional ad and symbolic brand concepts have better consumer evaluation. Future research may involve moderate brand extension fit, other brand concept types, and high involvement products, a combination of the informational and emotional advertising strategy, other marketing communications strategies, and field experiments.<strong> </strong></p>