The Study On Influence Factors Of Consumer Electronic Brand Extension

With the growing competition, the brand has become the core value of the enterprise, and plays an important role in the enterprise, the market competition now has a purely competitive products rise to the intangible assets of brand competition, the cost has rise a lot, more and more enteiprises use brand extension strategy to open up new markets,in other words is the original brand applied to new products. This theory has pay attention by the theory field and practical field since1980’s the theory’s development a lot nowdays.Although more and more enterprises use brand extension strategy, but in practice, few enterprises succeed.How to become succeed, how the consumer evaluate the brand extension products, is always a hotspot in theory field.In order to study the above problems, the study based on the background of consumer electronics products industry, in the original study of the classic brand extension theory,this study discuss the classic theory whrther applied to the new era characterized electronic consumer products field, and in the research pu into consumers’ personality as a research variable, so as to construct a theory model, and provide reference to practice. This research chooses the Lenovo brand as the research object, determine cloud computer as near extension products, car as far extension products, through the field and network way of collecting questionnaire, finally collected150questionnaires, through the questionnaire data to validate the proposed theoretical model, and to test the research hypotheses. Through the analysis found that the following conclusions:(1) the brand trust has a positive effect on consumer evaluation of brand extension.(2) perceive fit has a positive effect on consumer evaluation of brand extension.(3) perceive risk has a negative effect on the evaluation of brand extension.(4) perceive fit and perceive risk has a intermediary role on brand trust and brand extension evaluation.(5) subjective norm has a positive effect on consumer evaluation of brand extension.