The Study On Influence Factors Of Brand Extensions Based On Consumer Evaluation

With the progress of the society, the demand of consumer is also increasing. In order to lettheir own brand in numerous homogeneous products stand out, getting the favor of consumers,the enterprise puts more attention on the brand construction. But building a new brand needsconsuming a large amount of human resource, material resource and financial resource. Even so,it still can’t be guaranteed that the new brand can enter the market, accepted by the consumers.For the purpose of reducing the risk of new products entering the market, brand extensionstrategy has been chosen as the first choice by many enterprises. Brand extension is defined asenterprises applying original brand to the new products or services, which can help enterprisesoccupy larger market share with lower marketing cost. The practice shows that the brandextension can not always ensure the success of new products. It has been always the researchfocus of the domestic and foreign scholars that how to use brand extension correctly to promotethe enterprise appreciation constantly.Whether the new product can be accepted by the market, the most direct inspection way iswhether the consumers choose to buy the products. Without considering the consumer income,consumer purchase behavior is determined by the consumer’s evaluation of the product. Firstlythis paper reviews the factors affecting the consumer’s evaluation of brand extensions, includingperceived quality, fit, brand association, price factor etc. Based on the area of this study for thefield of clothing, as well as the limitation of my own research level and research conditions, A&K model as a reference model, this paper only explores how perceived quality of the originalbrand, the fit between extension products and original products, the design style of the originalbrand influence consumers’ evaluation of the extension products. The fit between extensionproducts and original products is measured by brand image coherence, complement and transfer. With reference to Aaker and Keller’s standards of selecting brands, domestic well-knownbrands Li Ning and Metersbonwe are chosen for the study brand after the preliminary survey.Each brand selects three kinds of extension products(Li Ning roller skates, Li Ning movementperfume, Li Ning sports drink; Metersbonwe trolley case, Metersbonwe perfume, Metersbonwesunglasses).The study takes random sampling way to do questionnaire survey of Li Ning andMetersbonwe. The data collected is used to make descriptive analysis, confirmatory factoranalysis and reliability analysis by SPSS20.0statistical software, then the model proposed inthis study is verified by Structural Equation Model. The hypotheses of the third chapter areverified through empirical study. In other words, the perceived quality of the original brand, thefit between extension products and original products, the design style of the original brand havea positive impact on consumer evaluation of extension products.The study provides theoretical direction for garment enterprises using brand extensionsstrategy in practice. The enterprises should ensure the product quality, which can’t ignore thequality for pursuing efficiency. The enterprises should pay more attention to the latest fashiontrends and focus on the design style of products. The enterprises should have a clear brandpositioning, and the positioning of extension products can’t be in contradiction with the originalbrand. Avoiding excessive extensions, the enterprises should make sure that the extensionproducts don’t excess the effective range of brand support.