The Influence Of Brand Schematicity On Consumer' Brand Extension Evaluation

In today's competitive market environment,consumers' demands have become more diversified and individualized,in order to maintain a steady stream of business vitality,it requires constant innovation.As a means of business growth strategies,Brand extension has become the most common form of launching new products.In general,regardless of brand extension which is within the scope of the parent brand category or exceed the parent brand category are considered to be beneficial,because by means of well-known brands to introduce new products can greatly reduce marketing costs.However,the success of brand extension remains great uncertainty,failed brand extension will not only damage the image of the parent brand,but also has even lead to a huge loss of brand equity,the determinants of brand extension success is very important.As an important factor that affecting consumer evaluations of brand extension,the extension fit has been widespread concern in theoretical circles and the business community.In recent years,a large number of scholars study the relationship between brands and consumers which can influence the success of brand extension,while previous studies reraly explore the ifluence of consumers' processing information manner of brand extension evaluation from the eye of brand cognition structure and processing fluency,so,this paper examines the influence of brand schematicity on brand extension evalutation.This research examines the influence of brand schematicity and fit type on consumer` brand extension evaluation from the perspective of information process fluency.In particular,this paper has eatablished the conceptual background and brand,and proposed series of assumptions about the influence of brand schematicity and fit type on consumer` brand extension evaluation from the perspective of information process fluency and the impact of different communication,and verified by three studies: In the first study,we have examed the influence of brand schematicity and fit type on consumer` brand extension evaluation;In the second study,we have examed the internal mechanism of the above effect,that is the mediation of the information processing fluency;In the third experiment,we have illustrated different brand schematicity have different brand extension evalutation by two types of communication strategies.In this study,we choose the college students as the sample,using SPSS 19.0 toexam the proposed hypothesis with thescenario experiments and questionnaire method through three experiments.The main thesis of the findings include:(1)the influence of brand schematicity and fit type on consumers` brand extension evaluations: brand–schematic consumer have a more favorable evalutation of prototype extension than brand –aschematic consumer';There are no differences between brand –schematic consumer and brand –aschematic consumer in the evaluation of exemplar eatension.(2)through the mediation of processing fluency,the leveal of brand schematicity can influence the extension evaluations;(3)communication strategies can adjustment different level of brand schematicity' effect on brand evaluation: relational communication strategies can lead a more positive brand extension evaluation towad the brand –schematic consumer;and elaborational communication strategies can lead a more positive brand extension evaluation towad the brand –aschematic consumer.