Influence Of The Congruence Of Consumer Self-Concept And Brand Personality On Brand Extension Evaluation

In brand management practice, many distinctive brands have the brand extension. However, existing research on brand extension evaluation, does not include the study of consumer self-concept and brand personality consistency. Through theoretical deduction, this paper expands the self-concept and brand personality consistency research on the influence of the brand extension evaluation. Consumers are more willing to buy what kind of extension products, and have good evaluation to extended products determined by the brand relationship between consumers and brand. Therefore, to explore consumer self-concept and brand personality consistency influence on brand relationship quality and the brand relationship quality influence on brand extension evaluation has great practical significance for an enterprise to adopt the right brand extension strategy.Since the field of brand extension is different and extended products of different similarity have different extension evaluation, in order to more fully understand extension evaluation of different extension products. Through investigation, this article selects two products with different similarity to design, and discusses the brand relationship quality influence on brand extension evaluation under the different extension products.Therefore, the focus of this study is:the relationship between the congruence of self-concept and brand personality, brand relationship quality and brand extension evaluation. This paper also discusses the brand extension similarity in the role of brand relationship quality and brand extension evaluation. This article clarifies the relationship between these concepts, determine the framework of the study through literature review.There are six sections in this paper, the first part is introduction, which mainly describes the research background, research purpose, research significance, research methods, research innovation and research framework. The second part:literature review.Organizing the research of scholars about consumer self-concept and brand personality, brand relationship quality and brand extension similarity and extension evaluation and relationship between them. The third part:the construction of the model and the building of the hypothesis. On the basis of the research literature, this paper puts forward its research direction, and then put forward the research hypothesis. The fourth part:study design and implementation. According to the scale,design and issue questionnaires, sample survey and analysis. The fifth part: data analysis and discussions of results. This section contains data analysis of the reliability and validity, correlation analysis and regression analysis and hypothesis correctness. The sixth part:research conclusion and management implications. Summary of the research findings, draw management implications, presented limitations of this study and reference for future study and propose ideas.Through the inspection, the hypothesis appears to have been confirmed and get the following conclusions:(1) The congruence of consumer self-concept and brand personality and brand relationship quality is positively correlated. (2) The brand relationship quality and brand extension evaluation is positively correlated. (3) The congruence of consumer self-concept and brand personality and brand extension evaluation is positively correlated. (4) Extend similarity in brand relationship quality and brand extension have a mediating effect. (5) Brand relationship quality in the congruence of consumer self-concept and brand personality and brand extension evaluation plays an intermediary role.