Research On Consumers' Asymmetric Cognition Of Brand Extension

Today, brand extendtion has become an effective marketing model to introduce a new product. From the corporate brand extension strategy, it is making full use of intangible assets.Because it has many unique advantages, so many corporates choose brand extension stratege. But if it has been used undeserved, it can produce many negative consequences. In the academic circle, brand extension has become one important research item of the brand field.With the consumer asymmetric cognition as research premise and with consumer cognitive"He","Xie"as the main line, this paper is on the base of the four-dimensional asymmetric cognitive model of brand, extended product and original product. Through an empirical research, this paper study on the influence mechanism of consumer cognition of brand, extended product and original product. It innovatively puts forward and studys the influence mechanism of asymmetric cognition. It has certain practical significance to complete cognitive theory system and optimize enterprise brand extension strategic.This paper mainly studies the consumer cognitive problems of brand extension. Firstly, this paper briefly introduces the research background, the research significance, the research methods, its structure and its innovations. Secondly, according to this paper's research scope, it analyzes and summarizes home and abroad related research achievements from three aspects.Thirdly, it descripes its study design, expounds the meaning of asymmetric cognition. According to the established theory model, it establishes the research hypotheses, distinguishes the cognitive item and designs and releases the questionnaires. Finally, through analyzing the questionnaire results, it analyzes"he","xie"and the influence to purchase of the cognitive item, including demand meet items, concept attitude items and emotional loyalty item.