Manufacturers often emphasize the technological level of the parent product to positively influence consumers' evaluations of brand extensions. Looking at early advertisements for Saab, one of the imported car brands, the ads emphasized that Saab was originally a company that manufactured aircraft engines. They stressed the fact that the Saab brand was extended (downward) from aircraft, which are perceived as far higher-technology products than automobiles. This study examines how the direction (downward vs. upward) of brand extension in terms of consumers' perceived technology levels affects their evaluations of the extended product. According to the results, evaluations of the extended product were more favorable when the parent product was perceived as a higher-technology product than the extended product (i.e., in the case of downward extension). This difference in consumer evaluations depending on the (vertical) direction of extension was more pronounced in the following cases: (1) when the parent product and the extended product are technologically similar, and (2) when there is a large quality variance among products within the extension product category. Additionally, the results of this study revealed that brand extensions to products of different technology levels (higher technology or lower technology) produce asymmetric feedback effects on the parent product. While brand extension to a higher-technology product had a positive effect on the evaluation of the parent product, brand extension to a lower-technology product did not have a notably negative effect on the evaluation of the parent product. Finally, the implications of the findings and directions for future research were discussed.