Reasearch On The Influencing Factors Of The Brand Extension Feedback Effect Under Internet Environment

With the rapid development of the Internet industry, more and more Internet companies have begun to use the brand extension strategy, and constantly expand the product line, explore the diversified development.However, the brand extension is a double-edged sword, not only may enhance the consumer's evaluation of the parent brand, the same may also damage the image of the parent brand, with a certain degree of risk.With the extensive use of the brand extension strategy, the risk of the brand extension has gradually been valued by scholars and enterprises .The brand extension feedback effect refers to the impact of the extension product on the parent brand in the brand extension process, this effect may be positive or negative. However, the research on the feedback effect of brand extension in the past is mostly on the traditional enterprises, and lack of research on the Internet enterprises. In this study, we explored the influencing factors of the brand extension feedback effect under internet environment with Internet companies as the research object. Based on the reading of relevant literature, this paper sums up the relevant factors that influence the feedback effect of brand extension, and puts forward the corresponding hypotheses.At the same time, this paper uses the questionnaire survey method, designs the questionnaire to carry on the investigation to the user, obtains the correlation data, and through the data analysis confirmed this hypothesis.Through the study, this paper draws the following conclusions:Under the Internet environment, perceived quality of the parent brand has a negative impact on the brand extension feedback effect, perceived fit,perceived tie has a positive impact on the brand extension feedback effect.While the market performance of the extension product not only affect of the size of the brand extension feedback effect, it has positive or negative effect. Extended product market performance more successful,the positive feedback effect is stronger, while more failure, the negative feedback effect is stronger. At the same time, based on the conclusions of this paper, this paper presents the Internet brand extension strategy recommendations to help Internet companies to reduce the risk of brand extension to protect the parent brand from damage.