Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife

Objective: This work proposes a model of formation brand extension loyalty heritage parent based on the attitude towards parent, taking into account mediating effect image and moderating effects fit between as well involvement product category. Methodology: An experimental study has been carried out with 328 tourists visiting destination manipulating two levels adjustment. A moderate mediation regression was established using PROCESS 3.4 software. Conclusions: The occurs through brand. is enhanced in low setting high conditions. moderates direct regardless degree fit. Implications: Implications are provided for management companies that use to compete market managers cultural heritage.