Till now, few studies have focused on factors that drive consumer attitude towards web-brand extension (J. W. Park & Lee, 2005; van Riel & Ouwersloot, 2005). Following the typology of brand concepts proposed by C. W. Park et al. (1986), in brand-extension evaluations of web-brands, the similarity judgement on basis of brand concepts can also play a key role. Parent brands with experiential and symbolic brandconceptsarefoundtohaveadvantagesinextendingtomoreproductcategories (i.e., including those seemingly less similar) (C. W. Park et al., 1986). The reasoning behind this conclusion is that functional attributes are related to only one specific product orproductcategory,whichindicatesthatthebrandconcept ofthefunctional brand is very clear. As a result, consumers are inclined to experience cognitive dissonance towards far extensions which occur when the functional brands extend to a very different category.