Research On Consumer Evaluation Of Brand Extensions Based On Comparison Between Internet And Traditional Enterprises

Brand extension has been researched more than 30 years. brand extension can make full use of the parent brand equity, reduce the promotion cost and quickly establish the reputation of the new product, so entrepreneurs and scholars have showed great interest. Most of empirical research objects are the traditional manufacturing, consumer goods suppliers and service companies in the past, and brand extension empirical research for the Internet enterprises are very less. With the development of information technology, some excellent Internet enterprises brands are born and implement the brand extension strategy to face with fierce competition.The research explores the influence factors of brand extension evaluation for the Internet enterprises and compares with traditional enterprises, to explore the differences between two categories enterprises. Through the experimental design and pre-test, Tencent is chosen as the final Internet enterprise brand, QQ zone and Tencent security steward are respectively as the high and low similarity extension products. We recycle effective questionnaire 196. And yunnanbaiyao is chosen as traditional enterprise brand, band-aids and bath dew are respectively as the high and low similarity extension products. We recycle effective questionnaire 183. Through descriptive statistic analysis, the reliability and validity analysis, correlation analysis, regression analysis, we get the following conclusions:(1) Perceive quality of the parent brand, similarity,consumers innovativeness and brand trust are all positive effect consumer evaluation of brand extensions, and this effect is higher in the traditional enterprise brand than the Internet enterprise brand.(2) Consumer evaluation of brand extensions is positive effect brand image, and this effect is higher in the traditional enterprise brand than the Internet enterprise brand.(3) Consumer innovativeness moderates the relationship between similarity and consumer evaluation of brand extensions, which is established only in the low similarity extension products of the traditional enterprises.(4) Consumer evaluation of brand extensions plays a mediating role in the four variables which are perceive quality of the parent brand, similarity, consumer innovativeness and brand trust on brand image.