Configuration Analysis of the Influence Factors of Internet Enterprise Brand Application Extension on Its Brand Equity Accumulation

Abstract

In order to explore the way that Internet enterprises' brand application extension accumulates their brand equity, this paper takes 105 Internet applications on Apple App Store as cases, collects application reviews and conducts text analysis on them, and uses the fuzzy set qualitative comparative analysis (fsQCA) method to explore the combination path of multiple factors for brand application extension and improving the accumulation of brand equity premium. The research results show that the promotion of Internet enterprises' brand equity premium is the result of multi factor configuration, and the seven paths leading to the accumulation of high brand equity premium can be summarized into three models and analyzed with examples. On the basis of this conclusion, it proposes that Internet enterprises should pay attention to the improvement of the quality and optimization ability of application research and development, actively fulfill their social responsibilities, and focus on meeting consumer needs, which provides theoretical and practical enlightenment for Internet enterprises to extend their brand applications.