To measure consumer-based brand equity at an individual consumer level ; to examine the difference of brand equity between high-involvement and low-involvement products, and to examine the relationship between consumer-based brand equity and consumer evaluation of brand extension. Questionnaires were used to collect data from 400 men and women aged 18-45 years old in Bangkok. Pasteurized milk that was line extended into drinking yogurt was chosen as the representative of the low involvement product while passenger car that was line extended into pick-up truck was chosen as the representative of the high involvement one. The results showed that, in the pasteurized milk categories, meiji had higher equity scores than Foremost. For passenger cars, Toyota had higher equity score than Mazda. As tested, the equity scores of the low involvement product were higher than those of the high involvement product. In addition, the brand equity scores of low and high involvement products were significantly and positively correlated with consumer evaluation of brand extension. That is, if the brand equity level was high, the consumer evaluation of band extension factors was high too.
