Based On Customer Loyalty Brand Extension

The paper combined the theory of brand extension and loyalty index of consumer behavior to empirical research the brand extension.Reviewed the literatures and the application of brand extension at home and abroad,we researched different elements of comuser loyalty how to affect brand extension.We reflected brand extension by quality loyalty,condition loyalty,risk loyalty,knowledge loyalty and emotion loyalty directly,and by brand image,brand awareness,and perceptural fit indirectly.And we compared the difference of original product and line extension to research the direct and intermediary influence of the supposed success line extension product,which laid for the establishment of the brand extension evaluation model.After researching the factors of brand extension in the view of consumer loyalty,we put forward the influence model of how consumer loyalty affects brand extension,and revised it with the multidisciplinary theory of marketing management,consumer behavior,brand extension, system engineering, mathematical modeling.Then,we researched the influence of all factors to brand extension by reliability,validity analysis,T-test,finally made a conculsion as follows:1.The other seven index is obvious positive relevant to brand extension except knowledge; 2.The correlation coefficient of emotion loyalty is biggest,and the quality loyalty is next;3.Enterprise should enhance the management of consumer emotion loyalty,brand image,product quality,channel construction, brand awareness and marketing strategy of product and by-product to keep the consistence to perceptural fit of brand extension.