Given these findings in C. W. Park et al. (1986), we speculate that extensions of functional web-brands (e.g. search engine, navigation, etc.) are influenced more by similarity between extended brand and parent brand. In contrast, for experienceoriented web-brands (e.g. virtual game websites, video and audio websites, etc.), consumer evaluations will be more holistic and abstract. At the same time, brand associations and brand recognition are mainly emotional experiences that can be shared across various product (or service, website) categories. So extensions of experience-oriented web-brands are less likely to be influenced by category similarity. Thus, we propose the following: