Table 2 Results of the reliability testing of the items

Brand familiarity

I know what kinds of product Giordano is selling

I know the price range of the Giordano products

I am aware of the range of products sold by Giordano

I am familiar with Giordano

Brand trust

I think Giordano is a trustworthy brand

I think Giordano is a sincere brand

I am confident in Giordano because of its well-known reputation

Perceived quality

I think Giordano sells the good quality products I expect.

The quality level of the products provided by Giordano satisfies me

Giordano products are durable

The functionality of Giordano products fulfills my expectations

Giordano cares about the performance of its products

Brand name

Giordano should not name its downward extended brand in a way that identifies it as Giordano’s extension

Giordano should name its downward extended brand in a way that does not identify it with Giordano

I think Giordano’s downward extended brand should not have a name that is related to Giordano

Evaluation intention

I have intention to evaluate the downward extended brand of Giordano if it introduces one

I will search for product information about Giordano’s downward extended brand if it introduces one

If Giordano launches a downward extended brand, I will consider purchasing the products from this new brand

Brand concept consistency

I think the products offered by Giordano and its extended brand Beau Monde can be used simultaneously

The products offered by Beau Monde can complement the products offered by Giordano to make a complete look

I think the products offered by Giordano and Beau Monde have different values

I think the products offered by Giordano and its extended brand Beau Monde can be used simultaneously

Product complementarity

I think the products offered by Giordano and its extended brand Beau Monde can be used simultaneously

The products offered by Beau Monde can complement the products offered by Giordano to make a complete look

I think the products offered by Giordano and Beau Monde have different values

Product substitutability

I think Beau Monde products can replace Giordano products to some extent to fulfill my needs

I think Beau Monde products can be substituted for Giordano products at a certain level to fulfill my needs

I think Beau Monde products can supplant Giordano products to some extent to meet my needs

Product transferability

It would benefit Beau Monde to use the same people, facilities and skills used in Giordano’s production to produce Beau Monde products

I feel that the manufacturing labor, facilities, and skills employed in Giordano’s production can be transferred and applied to Beau Monde production effectively

I think that the technology used to produce Giordano products can be transferred to Beau Monde products.

Lower price

I would be tempted by Beau Monde products if they are offered at lower prices

I would be attracted to Beau Monde products if they are offered at a favorable price

I am interested in Beau Monde products if they have competitive prices

Purchase intention

I have the intention to purchase Beau Monde products if they are available in the market

It is very likely that I will buy Beau Monde clothing when I can find it in the market

The probability that I will buy clothing from Beau Monde is very high