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How to evaluate brand extension in the mobile internet environment

Author

Listed:
  • Wenlong Zhu
  • Shiye Wang

Abstract

How to successfully implement a brand extension has been a common topic among global enterprises. Mobile internet (M-internet), a new information and communication technology, creates suitable conditions for enterprise brand extension. However, little research related to brand extension evaluation has addressed M-internet. From the perspective of the consumer, this study constructs a brand extension evaluation model based on the task-technology fit (TTF) and the Aaker and Keller model (A&K model), and analyses the influencing mechanism of brand extension evaluation by using the structural equation modelling (SEM). The final results show that technical characteristics of M-internet produce a positive effect on attitude of parent brand. Furthermore, attitude of parent brand positively influences the brand extension evaluation, brand trust and perceived fit. Lastly, brand extension evaluation is subject to the positive impact of brand trust and perceived fit in addition to attitude of parent brand.

Suggested Citation

  • Wenlong Zhu & Shiye Wang, 2023. "How to evaluate brand extension in the mobile internet environment," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 22(1/2), pages 57-75.
    • Handle: RePEc:ids:ijitma:v:22:y:2023:i:1/2:p:57-75
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