Research On The Influence Mechanism Of Brand Authenticity To Service Brand Extention

With the rapid development of service industry,more and more service enterprises take brand extension strategy in order to survive in the increasingly fierce market competition.The research of brand extension has always been the focus of academic attention.After more than 30 years of development,the theory of brand extension has been relatively mature and has been widely used in the practice of enterprise management.However,the research on the extension of these brands is mainly concentrated in the domain of the brand extension of the entity products,and the research on the extension of the service brand is less.Only a few studies have studied the service brand extension from the aspect of fitness and perceived quality between the extended category and the parent brand,ignoring the role of brand authenticity.However,studies have pointed out that,in the brand development process,the brand itself may experience brand extension,brand new changes,these changes are likely to deviate from its original brand appearance,is likely to make consumers have questioned its authenticity.Therefore,it is of profound theoretical and practical value to incorporate brand authenticity into the research category of service brand extension.On the basis of relevant literature review,this study constructs the theoretical model of brand authenticity affecting service brand extension.Through the experimental research method,we designed the four experimental contexts of brand authenticity(high/low)*matching degree(high/low),distributed 224 questionnaires,and collected 182 valid questionnaires.By using descriptive statistics.ANOVA,bias correction and nonparametric percentile Bootstrap analysis,the mechanism of brand authenticity affecting brand extension is studied,and the interaction between authenticity and matching degree on service brand extension is discussed.The results show that:brand authenticity can enhance consumers of extending service brand identity and purchase intention;brand extension recognized consumer brand in the sense of authenticity has partial mediating effects on the extension of the purchase intention,influence,influence mechanism in the brand authenticity of service brand extension plays a moderating role.Based on the research results,the research of service brand extension of enterprises put forward the following suggestions:pay attention to the brand management strategy of authenticity,to carry out the marketing work by mining the authenticity of brand,improve the success rate of extension;brand extension should be chosen as the extension to the original product with strong correlation areas,enhance the authenticity of evaluation consumers of the brand;attach great importance to consumer brand recognition,so as to maximize the positive effect of brand authenticity in service brand extension.