A Study Of The Influence Of Country Of Manufacture And Extension Fit On The Brand Extension Based On Different Self-Monitoring Level

As a good ways of efficient use and improvement of brand equity, how to do a good brand extension has got great attention from academic field and enterprises. Since 90^th, 20 century, lots of experts and scholars have made great works about brand extension. Among these works, the research on factors which influence evaluation of brand extension has always been the key issue, in which most of research have focus on how extension fit and parent brand quality factors influence the evaluation of brand extension by consumer, but other influential factors have not got their deserved attention. Country of Origin, as a important indicator in the process of evaluation of product considered by the consumer, what role it will play in the process of evaluation of brand extension? Especially what happened if it interplay with extension fit in the process of brand extension? How consumer will response to the situation in which two factor's information is inconsistent, like near extension fit and favorable country of manufactory or far extension fit and unfavorable country of manufactory. And if this evaluation will be influenced by the quality of consumer? All these question above mentioned will be the key issue of this research.This research divide extension product into two categories with extension fit standards: far extension fit product and near extension fit product. And according to standards of country of manufactory, we also divide extension product into two categories, one is favorable country of manufactory product and unfavorable country of manufactory product, while use self-monitoring indicator which is measurement of quality of consumer as moderator variable. Through related articles and paper review and summarize, we set up our model and hypothesis. With experiment design method to observe how consumer evaluate extension product when they only use country of manufactory and extension fit information to help them do judge, and we will use SPSS11.5 to help us validate our hypothesis.This research will be a useful complementary for current brand extension study, and it can also provide some meaningful guideline for enterprises in the practice of brand extension. So this research should means a lot for both academic field and related industry.This paper firstly provides literature review, in which involved brand equity, extension fit, country of origin, and self-monitoring and other related theory. On the basis of these literature review, this paper propose model and hypothesis, in which include the hypothesis about the influence of country of manufactory factor and extension fit factor on evaluation of extension product, the hypothesis about the influence of different self-monitoring consumer on different country of manufactory factor, the hypothesis about different consumer have different evaliuation when they face inconsistent information between country of manufactory and extension fit Then according to these model and hypothesis, the paper design the experiment and give the specific explanation about all kinds of variables and methods involved in this experiment. And then do the pretest and official experiment according to experiment design, and in the official experiment process, we also test the variable involved in this experiment. Finally at the last part of this paper we test our hypothesis and give relevant explanation and give the final conclusion.