Different Types Of Negative Events For Brand Extension Evaluation Impact Difference Study

In order to pursue growth,brand extension has become an effective strategy recognized by enterprises.Brand extension evaluations are often used as criteria for determining whether a brand extension has achieved the desired results.Therefore,in recent years,scholars at home and abroad are working hard to explore what factors will affect brand extension evaluation.Based on the theory of negative spillover effects,negative events may have a “negative spillover effect” on brand extension,leading to poor evaluation of consumer brand extension.Based on the theory of information diagnosis ability,the impact of different types of negative events on consumer brand extension evaluation is different.However,few scholars have studied how the psychological mechanisms of consumers play a role in this process of influence.In recent years,many scholars have studied the performance of consumers after the crisis from the perspective of consumer crisis response.Studies have shown that consumer crisis sentiment can effectively explain how crisis events affect consumer behavior.Therefore,this paper argues that consumer crisis sentiment can be a key factor in the psychological mechanism of consumers' evaluation of brand extension after a negative event.Past research has not applied consumer crisis sentiment to the study of negative trend evaluation of brand extension.Therefore,the introduction of consumer crisis emotion as a mediator is one of the innovations of this paper.In addition,this paper also studies the adjustment of customer-brand relationship and brand extension fit.Based on the theory of interpretation level,this paper uses the social distance in the theory of interpretation level to explain the relationship between customers and brands.It is believed that the close relationship between customers and brands will regulate the relationship between negative events and different levels of consumer crisis.In the past,no scholars have studied the effect of customer-brand relationship on the relationship between different types of negative events and consumer crisis emotions.This is the second innovation point of this paper.The classic conclusion of brand extension research is that brand extensionfit is a key factor affecting consumers' transfer of ideas from existing brands to extended products.The research shows that under certain conditions,the degree of fit between the extended product and the original brand can alleviate the impact of negative events on brand extension evaluation.Therefore,this paper further validates this conclusion and discusses how the degree of brand extension fits the consumer crisis.The process of impact on brand extension evaluation.Through eight sets of scenario experiments,this paper uses regression analysis and other statistical analysis methods to mediate the role of consumer crisis sentiment in the process of brand extension evaluation of different types of negative events,and the relationship between customers and brands affects consumer crisis sentiment in different types of negative events.The role of regulation and brand extension in the adjustment of consumer crisis sentiment affects the brand extension evaluation process.The test results show that the impact of different types of negative events on consumer evaluation is significantly different,and this effect is mediated by consumer crisis sentiment.At the same time,the relationship between customers and brands and the extension of brand extension have a regulatory role.The closer the relationship between customers and brands,the greater the impact of negative events on consumer crisis sentiment due to different types.The more consistent the extension product is with the original brand,the greater the impact of consumer crisis sentiment on brand extension evaluation.