Research On The Factors Of Brand Extension Evaluation Of Consumer Involvement Level

In the 21st century, more and more companies use the brand extension strategy.Brand extension is a marketing strategy which the enterprise use the great reputation and influence original brand to develop a new product or service.While consumer brand extension evaluation determines whether or not the marketing strategy to be successful. According to A&K classical model, consumer evaluation of brand extension is related with the factors of Construal Level and extension of the product price.Based on A&K model and combing with the existing research and market situation,the study build a brand extension evaluation model for improvement,by introducing the extended product price factors and the level of consumer involvement in as regulating variable.Andthe model with experimental questionnaire was validated by adopting consumers in China.The study cover three experiments:The first experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) ×2 (Perceived quality: high vs low) . This experiment was to examine the impact the factors of construal Level and perceived quality of the parent brand to brand extension evaluation. The second experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) ×2(Perceived fit: high vs low). This experiment was to examine the impact the factors of construal Level and perceived fit to brand extension evaluation. The third experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) X 2 (product price: high vs low) . This experiment was to examine the impact the factors of construal Level and product price to brand extension evaluation.According to the experimental results:1. The factor of Extension of perceived quality significantly affects consumer evaluation of brand extension.It is proportional to consumer brand extension evaluation.2. The factor of perceived fit of product significantly affects consumer evaluation of brand extension.It is proportional to consumer brand extension evaluation.3. The factor of Extension of product prices significantly affect consumer evaluation of brand extension.4. Compared with the low involvement level consumers ,the high pay more attention to the factors of perceived quality and Perceived fit of product when they made the brand extension evaluation. Compared with the high involvemen level consumers ,the low pay more attention to the factor of extension of product price when they made the brand extension evaluation.5. The brand dilution effect of mobile phone is not significant.