Abstract
This research inspects the moderating role of consumer's negative expectation disconfirmation on brand extension and par-ent brand evaluations. The stated issues are discussed with a conceptual two-step brand evaluation model and examined by laboratory experiments. Research results indicate that, similar to the typicality of brand extension, expectation disconfirmation on brand extension is more influential than the category similarity of brand extension both on parent brand and brand extension evaluations. Moreover, expectation disconfirmation affects brand extension evaluation directly and, via affecting the typicality of brand extension directly, affects parent brand evaluation indirectly.