Research On Factors Affecting The Consumer Evaluations Of A Brand Extension

Research on brand extensions has been the academic subject of considerable interest since early 1980s.Recent research has focused on how consumers form beliefs about and attitudes toward brand extensions.Nevertheless,a flurry of academic research activity and some notable marketplace successes and failures are providing insight as to best management practices.This thesis presents a simple model of how consumers evaluate brand extensions,and concludes by summarizing research findings and offering managerial guidelines concerning the proper means to introduce brand extensions.Under Chinese cultural and consuming background,this thesis study brand extensions that already introduced in the market,such as Lenovo and Lining.Basing on A&K's model,this research introduced a new independent variable(user effect).Then the research examined the relationship of independent variables,and dependent variable empirically.The research collected some data through questionnaires and analyzed the data with SPSS and AMOS.Comparing with A&K's conclusion,we found that there is a positive correlation between manufacturing difficulty and consumer evaluations of brand extension.Furthermore,the research also illustrated that there is a positive correlation between user effect and consumer evaluations of brand extension.The thesis concludes with results and findings of the analysis performed which the author hopes will help companies in improving their market strategies.