Study Of Chinese And Foreign Brand Extension Product Loyalty In Different Construal Level

Brand extension is a kind of effective marketing strategy,which is used by enterpriseswhen they bring out new products,and still use the existing well-known brand,in order toenhance the confidence of consumers in new products, occupy the market rapidly,and lowerthe costs and risks of the investment with using the brand influence of their own. Consumers’brand loyalty to the outspreading product reflects consumers’ evaluation of the extension ofproduct, and decides the success of brand extension or not. The loyalty of the extensionproducts is influenced by the loyalty of parent brand, brand extension fit and consumers’construal level. This study measured400students who are freshman to senior from twouniversities in Changchun, using Brand Loyalty Questionnaire, Brand Extension FitQuestionnaire and Behavior Identification Form(BIF),and then discussed the loyalty of theextension products of domestic brands and international brands on three aspects belongincluding the loyalty of parent brand, brand extension fit and consumers’ construal level. Theresults are as follows:1. The loyalty of augmented product is decreased significantly compared to the loyalty ofparent brand, which is more obvious when domestic brands compares to international brands;the decline of the product’s loyalty of far extension is more significant than the closeextension.2. There is a significant positive correlation between the loyalty of augmented productand the loyalty of the parent brand、brand extension fit; and the loyalty of augmented productrises with the rise of the loyalty of the parent brand、brand extension fit, and vice versa.3. There is a positive correlation between construal level and brand extension fit; thebrand extension fit between the consumers of high level construal and the low is differentsignificantly, the brand extension fit of the consumers of high level construal is significantlyhigher than the low.4. There is a positive correlation between construal level and augmented brand loyalty,but it is significant only in the close extension of the international brands; the loyalty ofaugmented product between the consumers of high level construal and the low is differentsignificantly, the loyalty of augmented product of the consumers of high level construal issignificantly higher than the low.5. The loyalty of parent brand and brand extension fit can well forecast the loyalty ofaugmented product, but the construal level of consumers can not.