Study On The Influencing Factors Of Luxury Brand Extension From The Perception Of Consumer

With social progress and technological development, technologies ofproduction become more homogeneous, product lifecycle also shorten gradually,and more and more intense competition in the market. In such a situation, brandissues as significant for companies and consumers. A good brand can capture thehearts of consumers more easily, and help enterprises grasp opportunities in thefierce market competition.Under this background, brand extension strategieshave emerged in the past20years, many experts and scholars have increased theresearch on the brand extension-related issues of theory. Luxury brand comparedwith general brand, has more brand reputation and influence. How to maximizethe use of the existing brand resources, strong brand influence on the transitionto the new product,which is the problem of luxury companies.This article reviews the relevant domestic and international brand extensionevaluation studies, such as the perceived quality of the original brand, fitbetween the original brand and extension product, price, brand association, thedegree of consumers’ involvement, etc. But from the mature theory and thesignificance of the research point of view, and considering limit conditions tostudy and research, this article only select the perceived quality of the originalbrand, fit between original product and extension product, and brand loyalty asmain factors of the research. This study chooses the famous brand extensionmodel which was initiated by Aaker and Keller as the basic model, but makessome structure-related adjustments, namely substituting “the manufacturingdifficulty of extended product” factor, which had been demonstrated for thefactor of " brand loyalty”, and including three dimensions of “fit”, those are"substitute","complement" and " transitivity ". Secondly, this paper makesdescriptive analysis, the reliability and validity analysis, factor analysis, correlation analysis and structural equation model analysis with the collecteddata by SPSS17.0and AMOS17.0and gets following conclusion: Consumerperception of the original brand quality has significant positive influence onbrand extension; The correlation of extension products with the original brandhas significant positive influence on brand extension; The substitute betweenextension products with the original ones have significant positive influence onthe correlation; The complement between extension products with the originalones have no significant positive influence on the correlation; The transitivitybetween extension products with the original ones have significant positiveinfluence on the correlation; Consumers on the original brand loyalty hassignificant positive influence on brand extension. Finally, according to theresearch conclusion this paper puts forward relevant suggestions and points outthe limitations and the research prospects in the study.