In developing and introducing a new product to a market, there is an evident possibility thatrnthe new product may or may not be accepted. This situation has made many firms in thernworld engaged in a struggle to overcome the uncertainty through brand extensions. InrnEthiopia, there are domestic firms involved in producing products by means of this strategyrnand again there are lots of firms that import extended brands and sale in the domesticrnmarket. Despite this, a lack of study around how these extensions are being evaluated byrnconsumers has been noticed. Again, researches conducted so far around the world addressedrnthe issue with brands of all types of products i.e. Services, FMCG, & Durable Goods. Thisrnstudy therefore is conducted to touch the untouched area of interest and makes a conclusionrnof how Ethiopian consumersâ€™ evaluate brand extensions from the perspective of durablerngoods market. Five hypotheses were developed and tested to find out the relationship betweenrnconsumers attitude (dependent variable) and Parent Brand Reputation, Perceived Fitrnbetween the parent and the extended brand/product, and Difficulty of producing the extensionrn(independent variables). The subjects achieved by a statistical formula (115) and used as arnsample for the study were undergraduate regular session students of Addis Ababa UniversityrnSchool of Commerce. The data collected from them through a questionnaire was analyzed viarncorrelations and multiple regressions by using IBM.SPSS. V.21. Concerning the findings, allrnindependent variables were confirmed significant and predictors of favorable consumersâ€™rnattitude except substitute that resulted with a negative correlation coefficient that mayrnindicate the reverse.