The Construction And Research About Interactive Effect Model Of Brand Relationship And Brand Extension

Making full use of brand equity, and applying the parent brand to newproducts or service, is an important strategic thinking about gainingcompetitive advantage in limited resource environment. Brand extension hasbecome an important means of promotion of new products, aimed at reducingthe risk of entering the market of new products, shortening the time ofconsumer acceptance of new products time.But brand extension is adouble-edged sword, there is the risk of diluting the parent brand if the brandextension is inappropriate.Therefore, how to make full use of the existingbrand relationships to obtain the consumer recognition of the brand extension,has become an important issue.Academic community have a extensive and vigorous discussion about thebrand extension theory,and there are many empirical researchs.Most agreethat brand extension is an important strategic on making brand diversified andinternational.However, there are many cases of negative evaluations aboutparent brand resulting from the brand extension.Brand relationship theorysuggests that a good brand relationship lead to customers`long-termdependence on brand, so it provides a new way of thinking about brandextension. At the same time the success of brand extension will make thebrand relationship further and deepper, which also is a new kind of thinkingabout cultivating the customer relationships. But combining the two studies arerelatively scarce. Based on the poverty of theories and the confusion of reality,this paper has established a general theoretical model about brandrelationship and brand extension, demonstrating the interactive relationshipbetween them. The model takes the forms of Brand relationalship as theinfluencing factors,takes the perceptual matching as the mediatingfactors,and takes the brand relationship quality as the passive factors,discussing the interactive effect. At the same time, the paper has distincted the consumer perception matching between related brand extension andnon-related brand extension,in order to provide enterprises with a morerealistic and meaningful management recommendations. Then, a empiricalstudy has been carried out on university student. In this way, thispaper contains278samples and the further study in data analyzingbased on SPSS and SEM.The empirical study shows that： When having a related brandextension，emotion-based brand relationship could directly affect theredimensions of perceptual matching positively. But instrument-based brandrelationship only affect the functional properties of perceptual matching. Asthe non-related brand extension， the emotion-based brand relationship couldalso directly affect all dimensions of perceptual matching positively. Butthere is an adverse conclusion when the brand relationship is based oninstrument. Finally, no matter what kind of the brand relationship，theLISREL findings have indicated that when the perceptual matching aremore favorable, there would be more positive feedback effects onthe brand relationship quality.