The Impact Of Brand Extension Fit On Brand Relationship Quality

Brand extension strategy is widely used in business practice. Inpractice, many enterprises take brand extension strategy as a shortcutto break through the existing business scope in order to increase themarket share.To develop better, the enterprises use existing well-known brandsto launch new products by taking their existing advantages, which canadopt brand extension strategy in order to make the new product at a lowercost and higher market recognition to open the market quickly.Therefore,the brand extension strategy is widely used by enterprises in practice.On the one hand, the enterprises wish to build a strong brand relationshipof advantages to expand into new products through effective brandextension, increase customers acceptance of new products. On the otherhand, the enterprises also hope to succeed in brand extension, to furtherstrengthen the relationship between the consumer and brand, the brandextension and the strengthening of the customer-brand relationshipbetween form a benign interaction.This study takes the brand extension fit as the independent variable,brand relationship quality as the dependent variable, to study the effectof brand extension fit on brand relationship quality. And on the basisof literature review, summing up the connotation of the brand perceivedvalue, brand extension fit as a research degree and brand relationship quality between the intermediary variable. And select the most commonsports brand in daily life as the research object, then extent the sportsbrand to personal care products and explore their feelings on thesebrands.This paper choose the questionnaire for data collection.Then toprocess the data collected by SPSS19.0software, descriptive statisticalanalysis to understand the sample situation, validity analysis of thereliability in testing questionnaire structure, at last, throughcorrelation analysis and regression analysis assumptions are verified.Through testing, the proposed assumption is confirmed in our studyas the follows: brand extension fit degree of brand relationship qualityhas significant positive influence, especially the horizontal extension.Brand extension products with the higher fit dergree, the brand overallperception of consumers is higher. The findings of the relationshipbetween the brand extension and brand relationship quality will have animportant theoretical significance, and will have an important role inguiding enterprises in practice.