L'objectif de cet article est de montrer qu'il existe, au-delà du transfert de valeur de la marque, un transfert de valeur dû au produit en extension dans l'évaluation de l'extension de marque. Sur la base de la confrontation de trois champs de recherche rarement associés et complémentaires, nous proposerons le recours à deux déterminants de l'évaluation de l'extension de marque : le fit association et le fit contexte. Dans le cadre d'une étude empirique dans le domaine alimentaire, nous mettrons en évidence la supériorité du pouvoir explicatif de ces indices par rapport à la typicalité ainsi que le rôle modérateur de l'expertise. Les implications de l'étude sur l'existence de différents processus d'évaluation de l'extension de marque seront enfin développées.
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