Title: How to evaluate brand extension in the mobile internet environment

Authors: Wenlong Zhu; Shiye Wang

Addresses: Faculty of Electronic Commerce, Business School, Qingdao University of Technology, No. 2, Changjiang Middle Road, Qingdao, China; Faculty of Marketing, International Business School, Qingdao Huanghai University, No. 1145, Linghai Road, Qingdao, China ' Faculty of Electronic Commerce, Business School, Qingdao University of Technology, No. 2, Changjiang Middle Road, Qingdao, China; Faculty of Marketing, International Business School, Qingdao Huanghai University, No. 1145, Linghai Road, Qingdao, China

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.

Keywords: mobile internet; brand extension evaluation; structural equation modelling; SEM; mediation effect.

DOI: 10.1504/IJITM.2023.130060

International Journal of Information Technology and Management, 2023 Vol.22 No.1/2, pp.57 - 75

Accepted: 14 Jan 2019
Published online: 05 Apr 2023 *