Customers Evaluation Effects of Brand Extension towards Brand Image of Chinese Internet Companies

The paper studied that the customers’ evaluation of brand extension could affect the brand image of Chinese internet companies. Firstly, the paper did a comprehensive literature review about brand extension evaluation. Then, the paper proposed a synthetic model to testify our hypotheses, which identified the three aspects, perceived quality of parent brand, perceived fit between parent brand and extension products, difference of extension product, positively affected customer evaluation. And customer evaluation positively affected brand image. After data collected, the empirical analysis was carried through. In the final part, we analyzed the results and discussed the implications of the findings.