The Impact of Brand Relationship Types and Perceived Fit on Consumer Evaluations of Brand Eztension

摘要：

This study introduce brand relationship theory to the brand extension research field, aimed to explore the impact of brand relationship types and perceived fit on customer evaluations of brand extension. Through experiential analysis, the study found that no matter brand extend to the high similarity good or low similarity good, communal brand relationship has positive influence on brand extension evaluation; when brand extend to high similarity good, customer evaluations of brand extension is more depend on the level of “perceived fit between the extended product and original product, and when brand extend to low similarity good, customer evaluations of brand extension is more depend on communal brand relationship; furthermore, the impact of communal brand relationship on brand extension evaluations is more significant than the impact of exchange brand relationship, whatever the brand extended to high or low similarity product.

关键词： Brand relationship Relationship types Perceived fit Brand eztension

作者: Chengyue YIN Xiaohong XU

作者单位: Business School, Northeast Normal University, Changchun, 130012, China

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 2815-2821

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）