International Brand Extension Of The Empirical Research On The Impact Of Consumer Brand Loyalty

Brand extension is very important strategy for many enterprises' brand management. Many researches have done about brand extension' influence to brand equity. This paper based on consumer havior, studies how the brand extension of international brand influents brand loyalty.This paper based on formly theory, gives the model of International brand extension influencing brand loyalty. Brand trust and brand symbolic value is the mediator variable. On one hand, brand extension can directly affect brand loyalty; on the other hands, it can indirectly affect brand loyalty through brand trust and brand symbolic value. In the empirical analysis, it firstly tests that brand extensions affect brand trust, brand symbolic value and brand loyalty when the fit is high and low respectively by T-test. Next by multiple regression analysis, it studies the moderating effect of the consumer ethnocentrism, which moderates the relationships between brand extension and brand loyalty. At last, by the Structural Equation Model it studies the mediator effect of brand trust and brand symbolic value. The empirical results show that except for the high fit-extension, brand extension can affect brand trust, brand symbolic value and brand loyalty, especially when the fit is low; while the consumer ethnocentrism' moderating effect is not obvious; and the mediator effect of brand trust and brand symbolic value, which is in the effect of international brand extension to consumer's brand loyalty, does existThis paper inrichs the studies of brand extension. Meanwhile, it can guide the corporation' international marketing. When doing international brand extension, the corporation should avoid low-fit extension; the corporation should make clear the brand' location; the corporation also should lay stress on the corporation' culture and blend it into the brand, which can keep the consumer' brand loyalty.