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An Empirical Study on Vertical Extension and Their Effects on the Customer’s Brand Loyalty

Author: WangLianJun
Tutor: ZhangJianBin
School: Jinan University
Course: Business management
Keywords: Brand extension Extends longitudinally Brand Trust Brand Loyalty
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 378
Quote: 2
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Abstract


Brand extension is an important strategy for many enterprises to implement brand management , brand asset utilization . Brand extension can bring many benefits for the enterprise , but also brings the potential risk to the enterprise . In this paper, based consumer behavior research the brand longitudinal extension of the impact on consumer brand loyalty from the consumer's point of view . Based on previous studies for the theoretical basis of brand longitudinally extending the model of brand loyalty , brand trust as an intermediary variables of brand loyalty , brand longitudinally extending one hand have a direct impact on brand loyalty , on the other hand by brand trust the mediator variable impact on brand loyalty . In the empirical analysis , the first use of T-test to verify a consumer brand trust and brand loyalty around the brand extension . Then through regression analysis to examine the mediating effect of brand trust . The empirical results show that , in addition to prestige -oriented brand loyalty and trust upward brand extension positive impact than a positive impact on the function -oriented brand loyalty and trust is not significant , the brand have a positive brand trust and brand loyalty extends upward impact and brand extends down assumptions that have a negative impact on brand trust and brand loyalty has been verified , and the results confirmed longitudinally extending intermediary effect on consumer brand loyalty affect brand trust in the brand .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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