Research On Influence Mechanism Of Parent Brand Customer Equity Drivers To The Purchase Intention For Extensions

Research on linking marketing inputs to customer attitudes and customerbehavior has been gaining significance concomitant with the growing recognitionthat customers are market-based assets. In response to this, both researchers andpractitioners have proposed several conceptual models. Despite recent advances inresearch, the results are still inconclusive as to the relationship between parent brandand the purchase intention of customer on its son brand in the research of brandextension. A reason for this could be due to the paucity of scientific measurementsto understand better the drivers of customer behavior. With that in mind, the authorproposed that customer perceptions of value, brand, and relationship—“customerequity drivers”—affect loyalty intentions and purchase intention. The proposedmodel included the construct of customer loyalty instead of a brand select switchingmatrix, controled influencing factors of customer behavior in the process of brandextension by customer equity drivers,and combined with the two fields of researchfindings include customer equity management and brand extension management. Weused a new study angle to explore the internal mechanism of brand extensionprocess. This was a new and significant try in marketing research.This dissertation took customer equity drivers as the research starting point,combined with the brand extends management and customer behavior related theory,exploringly established a theoretical model of parent brand customer equity driverseffect on the purchase intention for extensions. In subsequent to the empirical test ofthe model, this dissertation adopted three different industry kinds of brand andgrouping experiment, carried on a customer questionnaire survey. After usingstatistical software SPSS17.0to test the mediator effect and moderator effect in themodel, we got enlightenment which is significant to the marketing managers. Theresults of the study suggested that loyalty intentions can be significantly mediate theaffect-transfer process of customers change from parent brand to extensions. Butperceived similarity did not become a moderator variable as expected.