A Study On The Impact Of Brand Community Identification On Brand Extension Evaluation Based On Internet Context

With the development of information technology and the popularity of the Internet,the company's brand strategy began to be used in the field of the Internet,a variety of brand community gradually developed,such as Xiao,iPhone.Brand community gathered like the company's brand fans,community members will become the target of corporate brand consumer groups,resulting in a new marketing model.At present,in order to stimulate consumer demand,improve the marketing effect,the majority of enterprises began to try to cultivate the brand community to carry out product or service brand extension.According to the current characteristics of the brand community,select a better marketing strategy to win the consumer's love for its brand extension products,stimulate the willingness to buy,is undoubtedly the focus of attention.Based on the perspective of brand community identification,I from the three dimensions of brand community identity perception,emotion,evaluation,influence of brand community identification evaluation of brand extension,as well as perceived fit and perceived degree of connection between the two mediating effect.In this paper,the members of millet mobile phone brand community were selected as samples to collect data,and the data were collected and analyzed by SPSS 19.0.The final results and the same assumptions:first,brand community has a positive effect on brand extension evaluation;secondly,the brand community identification and brand extension evaluation mechanism,perceived fit and perceived connection degree has a significant mediating effect.The empirical results show that brand community has a direct impact on brand extension evaluation,enterprises to develop community identity,as far as possible the high fit extension strategy,and enhance the user through the original product links to extend the product click rate,enhance the consumers' perceived connection degree,in order to make the new product more understanding business launch,to improve the acceptance of brand extension and the possibility of using.In the context of the Internet,the business model innovation triggered based on brand community undoubtedly attracted the attention of many companies,marketing research based on the background of brand community identification,perceived fit and perceived tie and brand extension evaluation of the relationship between the four.I hope the research results will help stimulate the marketing of brand community,guide enterprises to cultivate brand community development of brand extension.More efficient use of brand community marketing,in order to increase the competitiveness of the brand,expand market share.At the same time,this study will enriches the theoretical research achievements in the field of brand community and brand extension.