The Study Of The Impact Of Customer Citizenship Behavior On Potential Customer Brand Extension Evaluation

As a marketing strategy for companies to launch new products.,brand extension can not only reduce the cost of developing new products,but also improve corporate performance and competitiveness.Compared with the existing brand customers,the potential consumers are undoubtedly larger groups.If we can enhance the positive evaluation level of potential consumers to brand extension products,brand extension strategy will achieve better results.Many studies in the academic field confirm that customer citizenship behavior can improve consumers’ purchase intention,while purchase intention is an important indicator of brand extension evaluation.Research on brand community shows that potential consumers are easily affected by the customer citizenship behavior of the brand existing customers.,and then establish the initial trust for the brand.Brand trust has always been considered as an important factor affecting consumer behavior.Most of the brand trusts involved in existing research are based on empirical mechanism.However,because potential consumers do not have experience with the brand,they can not build brand trust through empirical mechanism.At this time,the use of customer citizenship behavior to promote the potential consumers to build trust in the brand needs the transfer mechanism proposed by scholars,which is a place where theoretical research is less involved.In summary,this study will be based on the perspective of brand trust to analyze the impact of customer citizenship behavior on brand extension evaluation of potential consumers,in order to enrich existing theories and provide assistance for enterprises to promote new products.On the basis of collecting and summarizing documents,the paper firstly introduces the concept of customer citizenship behavior,brand trust.,brand extension evaluation and their relationship.Under the foundation of previous studies results,the article summarizes four dimensions of customer citizenship behavior:word-of-mouth recommendation,providing feedback.,helping customers and displays of relationship affiliation.Meanwhile,the article summarizes three dimensions of brand trust:quality trust,competence trust and goodwill trust.Secondly,this article builds a theoretical model that uses brand trust as an intermediary and the impact of customer citizenship behavior on the evaluation of potential consumer brand extensions,and then put forward theoretical hypothesis and designs the measurement scale of each variable.Also,this paper filters the scale item through the reliability and validity analysis and makes up the final questionnaire.Finally,based on the valid questionnaires,this article analyzes the assumptions through the structural equation model.In the end,the paper draws several important conclusions:(1)Customer citizenship behavior is a pre-factor which influences potential customers’ brand extension evaluation,and word-of-mouth recommendation owns the greatest impact,then followed by displays of relationship affiliation,helping customers,and providing feedback.(2)Brand trust has a significant positive impact on potential customers’brand extension evaluation,and quality trust owns the greatest impact,then followed by competence trust and goodwill trust.(3)Brand trust plays a mediating role in the relationship between customer citizenship behavior and potential customers’ brand extension evaluation.