Research On The Influence Factors Of Consumer Evaluation Of Brand Extension

With the continuous development of social economy, the product homogeneity ismore and more high, the product life cycle is also increasingly shorter, which makesmarket competition intensified. Under the situation, brand gain the attention of theenterprise and the consumer. Good brand can capture the hearts of the consumers, and itmakes the enterprise in the fierce market competition, which obtain higher returns. Brandextension strategy comes into being in this context.Brand extension is that the enterprise will use a famous brand or an influential themature brand of famous products on the new products different as the original ones,which makes the new product into the market quickly. The strategy can reduce the riskand cost of new products into the market, which is more likely to make consumers acceptand improves the possibility of success in the market of new products. But the brandextension strategy is also along with the potential risks. Improper use can seriouslydamage the development of new products. Consumer is ultimately evaluators ofextension products, their evaluation of brand extension can directly decide the fate of theextension of product, so the success of brand extension strategy depends on theconsumers would be able to make a positive evaluation of extension products whether ornot.This study reviewed the evaluation process and the influencing factors of the brandextension in the form of literature review. With Keller and Aaker build brand extensionevaluation model as the basic model, and adjust the related factors of the model, whichconstitutes a new model of brand extension evaluation. At the same time, the studychoose the famous brand in China as target investigating the consumers.Thequestionnaire survey collects samples from cities in Liaoning province. The study useSPSS18.0statistical software for statistical analysis of the collected data to verify theoriginal perceived brand quality, the original brand credibility, correlation degree, brandwidth, the consumer experience as factors affecting the extension evaluation. And thecorrelation degree as independent measurement variables, measures with alternative,complementary and transitivity as a measure of correlation between three dimensions. Atthe same time, the study also takes into account intermediary influence of the original brand’s perception of the quality and the original brand credibility between brand widthand extension evaluation.Finally, the main research conclusions of this study are summarized, including themain research conclusion and the deficiency of research and on the outlook for the futureresearch direction.