The Study On The Influence Of Different Consumers' Thinking Modes On Brand Extension Evaluation

Based on the differences of thinking mode,this paper probed into the influence mechanism of different ways of thinking on the evaluation of the same product brand extension.Through sorting out the relevant literature of brand extension and thinking mode,this paper sum up the relationship between consumer's thinking mode,perceived fit type,brand association and brand extension evaluation,constructed the research model,and put forward the corresponding hypothesis.Based on measurement items designed by previous,researchers modified and organized questionnaire suitable for this study.Finally,they launched large sample survey,using statistical software to analyzed the recycling data and draw relevant conclusions.Research objects were selected as HUAWEI,McDonald's,Hearttex and ZARA,in four different industry well-known brands at home and abroad.Those virtual extension products designed for each brand can meet the requirements of the model,namely the brand concept fit and product function fit.The following conclusions were drawn.First,the consumer thinking can be divided into two types: abstract thinking and concrete thinking.The way of abstract thinking consumers pay more attention to brand concept fit,concrete way of thinking people pay more to extend product function fit.Second,perceived fit was considered to be the most critical factor to determine the success or failure of brand extension.This study found that perceived fit played a significant intermediary role in the process of brand extension evaluation.Third,the way of thinking and brand association was closely related to each other,different modes of thinking consumers had different brand associations.When one parent brand show in front of someone,abstract thinking consumers emerged more prototypeassociations than concrete way thinking.Prototype brand association had significant positive moderating effect on the way of abstract thinking who focused on the consumer brand concept fit.Figurative thinking way consumers than the consumer way of abstract thinking more examples of brand association,but the moderating effect is not significant.The main innovation and academic contribution of this study is from the perspective of consumer's thinking model,bringing brand association--the important variables with brand extension--into different modes of thinking influence on brand extension evaluation model enriching the theory of brand extension.In addition,taking into account the influence of perceived fit on brand extension evaluation,reseachers explored the different types of fit intermediary role in the way of thinking process,the conclusion provided a new theoretical support for the perception of relationship between degree and extension of product evaluation.