Well-known designer brands have commonly collaborated with retailers to offer an exclusive brand extension such as Missoni at Target. Recently, rather than collaborating with familiar brands, retailers have started to collaborate with up-and-coming designer brands that are not well known. Examples include Jason Wu\u27s collaboration with Target and Derek Lam\u27s collaboration with Kohl\u27s. Based on schema theory, the purpose of this study is to understand how brand familiarity affects consumer\u27s urgency to buy and dilution of retailer and brand image. Results demonstrated that urgency to buy the brand extension is higher in retailer\u27s collaboration with high familiar brands than low familiar brands. Further, dilution of the brand image was higher when retailer collaborate with low familiar brands than high familiar brands. Practical and theoretical implications are presented based on the findings of this study
