Research About The Influence Of Brand Assets On The Willingness To Buy Extended Products

With the rapid development of the market economy,competition among enterprises has become increasingly fierce,and the brand has become one of the important weapons for enterprises to gain competitive advantage.The brand extension strategy is that companies use their own brands to launch extension products and expand the market.Successful brand extension strategies not only reduce the risk of new products entering the market,but also save on referral costs.In the process of implementing the brand extension strategy,due to the asymmetry of information,consumers can only evaluate the extended products through brand information.Therefore,the brand plays an important role in the extension process,and it is not only a symbol of corporate image.It will have an impact on the psychological perception of consumers.Brand equity is the combination of consumer perceptions of the overall perception of brand information.Compared with other companies,companies with good brand equity are more likely to enhance consumer trust,reduce risks in the purchase process,and increase their willingness to purchase.However,in real life,there are many cases where the company's extended products are not well sold,even if consumers have a good attitude towards the brand perception of the company.This phenomenon has aroused the concern of relevant scholars.In implementing the brand extension strategy,how should enterprises accurately grasp the psychological activities of consumers,how to transfer their attitude towards the brand to the extended products,and then guide consumers to make purchasing decisions and become The primary difficulty faced by companies in implementing brand extension strategies.In view of this,this article takes mobile phone brand-Huawei as an example,based on purchasing behavior theory,reinforcement theory and attachment theory,relying on three experimental methods,namely literature analysis method,questionnaire survey method and empirical analysis method,using SPSS statistical analysis software to build brand The impact model of assets on the willingness to purchase extended products,and the introduction of perceived fit as a regulatory variable to explore the impact of brand equity on the willingness to purchase extended products.After research,the paper draws the following conclusions: brand loyalty,brand association and perceived quality will have a significant impact on the willingness to purchase extended products;product featuresimilarity and brand concept consistency respectively regulate the purchase intention of extended products.The research conclusions obtained in this paper can help enterprises better understand the decision-making psychology of consumers,and implement brand extension strategies effectively while paying attention to brand assets.At the same time,they remind consumers to make full use of brand advantages and make purchasing decisions rationally and efficiently.