The Effect Of Uncertainty Avoidance On The Evaluation Of Brand Naming And Brand Extension

With the increasingly fierce market competition, to build a strong brand is the common vision of domestic and foreign enterprises, and to build strong brands need to create a brand for the brand at the beginning of the long-term development blueprint for planning a good strategy. To create brand name is the primary decision-making, different types of brand names will produce different effects on the brand' s long-term development strategy of brand extension; suggestive brand names tend to be judged more favorably than nun-suggestive brand name in similar categories, whereas non-suggestive shows higher extension evaluation in dissimilar categories. At present, the vast majority of existing studies of brand name and brand extension have brand names and product-related attribute category as the research object, with little regard for the impact of cultural values. On the impact of traditional Chinese culture, cultural values influence Chinese consumer behavior more significant and varied. Compared with Western cultural values, the values of traditional Chinese culture has a higher degree of uncertainty avoidance, Chinese consumers will perceive higher risk when they buy products, thus affecting the time of purchase to the consumer product information collection and processing. So to the Chinese market as the background to study the degree of uncertainty to avoid naming the brand and the effect of brand extension, is a practice and a profound theoretical significance. The purpose of this paper lies in the background of Chinese to study the degree of uncertainty to avoid different types of brand name extension of the impact of attitude. At the conclusion of premiers research results, this paper against the backdrop of the Chinese, devises brand names by the strength of suggestion, verifies the operation effectiveness of brand names division in the use of brand extension effect. Then the use of cultural values to avoid the uncertainty dimension of the test carried out by high-and low-uncertainty groups divided, respectively, were tested to examine two different types of name brand extension attitude and authentication uncertainty in the process to avoid role in the regulation.This study found that when the extension product category is similar to the original products, the degree of uncertainty to avoid the extension will not affect the consumer's evaluation of products, high and low to avoid the uncertainty of consumer attitudes to the extension of products are subject to the same degree of brand the impact of the name. But when the brand extension to the original product is not similar to the middle of the category, to avoid uncertainty has highlighted the role of the regulator, low to avoid the uncertainty of consumers are still affected by the different brand names have different extension of the evaluation, but to circumvent the high uncertainty consumer, the brand name will no longer be an extension of the attitude of the formation of the main factors.This article is divided into five chapters. The first chapter of this paper introduced the background, purpose and significance of such research. For the literature review chapter of this study, the theoretical knowledge needed to do a review and collation. Chapter III on the basis of the theory of the assumptions. Chapter IV, through the two pre-test and a formal test to verify the hypotheses. The full text of the final chapter of the study summarized the results and discussion on the significance of the conclusions of the study and management deficiencies in this article and future research prospects.