H1: There is a significant interaction effect between web-brand concept type and extensionsimilarityindrivingtheoutcomeofweb-brandextensions.Therelationship between web-brand extension similarity and (a) consumer evaluations of the extensions,(b)attitudetowardsextensionbrand,(c)perceivedqualityoftheextension brand, and (d) purchase intention will be stronger for function-oriented web-brands thanforexperience-orientedweb-brands.