Brand extension is a popular strategy for launching new products in the market using the name of the parent brand, which brings numerous advantages to both businesses and consumers. There are various factors that influence the acceptance of brand extension, and understanding these factors is crucial for marketing professionals. The main goal of this research is to examine the significance of four selected predictors on the acceptance of brand extension: consumer trust, brand attractiveness, price perception, and consumer innovativeness. The research was conducted on a sample of 67 respondents, and the data were collected through a survey questionnaire and analyzed using descriptive statistics and correlation, which determined the relationship between each predictor and the acceptance of brand extension. The results showed that there is a positive moderate correlation between consumer trust and the acceptance of brand extension, which is consistent with existing literature since trust reduces the risk associated with new products and can compensate for the lack of knowledge about such products. Brand attractiveness also showed a moderate positive correlation with the acceptance of brand extension, indicating the importance of attractiveness and good appearance in attracting consumers. Price perception showed the strongest correlation among the examined factors, emphasizing the importance of price perception as a key factor in consumers' decision-making regarding the acceptance of brand extension. If the price of the brand extension is perceived as adequate and appropriate for the product, there is a higher likelihood of acceptance by consumers. Although consumer innovativeness showed a positive correlation with the acceptance of brand extension, the correlation coefficient indicates a relatively weak influence, suggesting that consumer innovativeness plays a smaller role in the acceptance of brand extension compared to other examined factors. Previous research suggests that with the increase in consumer innovativeness, the risk they are willing to take and the desire to try new brands increases, rather than trying the products of existing brands. These results contribute to the existing literature and provide useful guidelines for marketing strategies, highlighting the need for further research.