A Research on the Effects of Interaction Orientation on Brand Extension Evaluation

• 1、Department of Management and Economics, Tianjin University, Tianjin 300073

Abstract：As a new strategy orientation, interaction orientation emphasizes establishing good interaction relations between firms and consumers. High interaction quality has significant impacts on consumer’s brand choice. This paper tries to introduce interaction orientation into the research of brand extensions. On the basis of empirical analysis method, this paper discussed the influence mechanism of interaction orientation on the evaluation of brand extension. The research results show that enterprise’s high level of interaction orientation can promote customer’s brand trust and attitude, then make a more positive brand extension evaluations. Brand attitude and brand trust serve as mediators between interaction orientation and brand exte This study provides reference for enterprise to successfully carry out brand extension.

Keywords： Marketing interaction orientation brand trust brand attitude brand extension evaluation