An Empirical Study On The Mechanism Of The Influence Of Brand Image Of Chinese Household Appliances On Brand Loyalty

There have been no doubt that brand is important for the companies long time ago. In the modern life, consumers know more and more about brand concept and the companies also practice more and more in the aspect of brands. The development of brand extension in companies’practices has surprised the world. In China, the strategy of brand extension is the first choice for the companies to develop new products. It is normal that companies use the strategy of brand extension to develop their business, especially the household appliances industry. But the companies should pay attention the bad effects which the strategy of brand extension leads to when enjoying the benefit, such as effects to brand loyalty. It has already been realized by both the companies and researchers that brand loyalty is very important. There is a little research about household appliances brands on the issue that how the brand extension affects brand loyalty in the references before.This paper studies that how brand extension of Chinese household appliances affects brand loyalty while choosing brand image as mediator. And this paper is in the view of consumers. According to the references, this paper chooses perceived quality of parent brand and perceived fit as dimensions of brand extension while choosing the model of Aaker which includes perceived value, brand personality and organization image as dimensions to measure brand image. And this paper measures brand loyalty from the aspects of attitude and tendency of behavior. This measurement model will be used in Chinese household appliances brands after being modified and this makes the theory structure in this paper.By designing the questionnaire, this paper collects 327 effective questionnaires which are analyzed by software of SPSS 17.0 and AMOS22.0. Based on the empirical study, there come the following conclusions for Chinese household appliances brands: First, the perceived quality of parent brand perceived fit between the parent brand and extension products as two dimensions of brand extension show a positive correlation with brand loyalty; second, the perceived quality of parent brand perceived fit between the parent brand and extension products as two dimensions of brand extension also show positive correlation with brand image; third, as the two of brand image’s three dimensions, perceived value and organization image show positive correlation with brand loyalty; the last one, as the two of brand image’s three dimensions, perceived value and organization image are mediators between brand extension and brand loyalty.This paper shrinks the range of the research object of brand extension, specifically research the brands of Chinese household appliances. And this paper enrich the research about the relationship between brand extension, brand image and brand loyalty which is helpful to the research in the future.