Now companies are in competitive environment. If companies want to build a well-known brands will be more difficult and the cost of inputs required will be more. Therefore, many companies in order to reduce the risks of new products enter to the market and save to shape of the new brand image and value of the time, they usually used mother brand which were famous in the market for new products to brand extensions.
The purpose of this study is to determine the impact of brand extension product attitude and perceived fit on consumer purchase intention. It also involves the impulsive buying personality as moderator variable whether the interference of consumer purchase intention will be affected. This study uses survey of form. The questionnaires are 380, and there are 347 returned invalid unfinished volume which has not filled in 17. Totally effective questionnaires are 330 and the effective returns-ratio is 86%. Returned questionnaires using SPSS 14.0 for data analysis and research to verify the hypothesis. The result this research show that the brand extension product attitude and perceived fit on consumer purchase intention has significant positive relationship. In the interference effect aspect, the impulsive buying personality has interference effect between the brand extension product attitude and perceived fit.
