The Relationship Study Of Corporation Brand Extension And Buyer Intention

Nowadays, there is no company that takes part in the competition by only one product or one brand. With The parent reached the saturated state, the corporations try to seek the brand extension strategies. Under the burden of advertisement increasing cost, more and more corporation throws their eyes to the established product brand. The different industries have the different roles in the national economy and have the different experience in the brand extension course. Meanwhile, the system brand extension theory is lack, the basic hypothesis haven’t received the empirical, the corporation will meet all kinds of problems on the course of brand extension, even appear the product crisis. Although the brand extension will bring much good to the company, the company shouldn’t think the strategy is universal. The wrong extension strategy couldn’t give the help to import of new products market, and cause the established brand equity lose,That is called "Brand Dilution".So, on the basic of past marketing theory, this paper use the new brain storming and the usual method of literature review as the qualitative research methods and choose the focused-on brand extension Hongta Group Yuxi brand as the research object. To investigate and study the smoker, design the corresponding and strict questionnaire, use the "snowball" survey method, study "Hongta Group Yuxi brand extension three content:the difference between the original product and the extensions, the preference for the original brand, the attitude toward brand extension".Continue to use the authority Aaker&Keller brand extension classical model, change the similarity between the original product and the extensions as the difference between the original product and the extensions, replace the perceived quality of parent product as the preference for the original brand, study the difficult of the extension product as the attitude toward brand extension. Refine the consumer evaluation, summary the determination as the buyer intention. Then with the combination of the Hongta Group Yuxi brand extension line and the launching products time order, we divide the buyer intention as the original product buyer intention and the extent product buyer intention.Through the interview method to collect questionnaire, there is an advantage of high efficiency. In the empirical part of this article, the author has carried on the brief training to investigators to tell them the purpose and significance of this survey and the questions in the survey will appear. Randomly distributed311questionnaires, in the end this survey collected297effective questionnaires; Valid questionnaires rate reached95.50%.Established the relationship of five content, based on previous research findings: the difference between the original product and the extensions and the preference for the original brand directly affect the buyer intention; one part researchers thought the attitude toward brand extension directly affect the buyer intention, others don’t think so. In this passage the preference for the original brand directly affect the buyer intention.Through multiple regression analysis method, discussed the relationship between brand extension three content and buyer’s intention two content. The empirical study found: the difference between the original product and the extensions is inverse with the original product buyer intention, is positive to the extent product buyer intention; the preference for the original brand is positive to the original product buyer intention and the extent product buyer intention; the attitude toward brand extension is positive to the original product buyer intention and the extent product buyer intention too. So as to build the theory model, validate the assumption, develop the brand extension theory, make the explain and reference for the corporation correct, reasonable and appropriate brand extension.