Research On Factors Affecting The Consumer Evaluations Of A Hign-tech Brand Extension

The advantages of brand extension ineludes transferring brand equity to new products, decreasing the risk and cost into markets effectively and improving the suceessful rate of new product, then promoting brand equity farther.Therefore, many companies use brand extension to compete each other.The studies on brand extension continue to be hot with more practice and brand extension evaluation becomes the core within the studies.This paper, selecting high-tech brand area as object, will discuss and study deeply about the synthetic evaluation model and consumer evaluation of brand extension. By reviewing and comparing the studies about brand extension evaluation at home and abroad. Combining the characteristics of high-tech brands, then this paper selects six key important factors influeneing consumer evaluation of high-tech brand extension and proposes six hypothesis and direct evaluation model about high-tech brand extension. These factors are parent brand quality,history of former brand extension,parent brand credibility,market support,retailer acceptance and similarity.This paper tests the hypothesis of direct effeets of consumer evaluation of high-tech brand extension by using SPSS statistics software and data from consumer survey. The conclusions of this study are as follows:The conclusions show by SPSS statistics analysis that these four factors have direct, distinct and positive effects to brand extension success of consumer evaluation high-tech brand companies’ products, which are history of former brand extension, market support, retailer acceptance and similarity, and similarity is the most important among them. The differences lie in the conclusions that parent brand quality and credibility have no distinct and positive to brand extension sueeess.Marketing implications to high-tech companies:because parent brand quality and credibility are the necessary conditions but not suffieient conditions, so the companies which brand have higher quality and credibility can’t extend every areas what they want.