| The corporation is very important to the social stability and the economy development.The brand carried by product is the link to the consumers,and has a significant effect.Especially the economy globalization has influenced many countries.Many global corporations and groups put their competitive strategy on the brand,relying on the effect of the famous brand to bring forth the international market.Brand extension is an advanced topic,and many researchers pay attention to the influencing factors,evaluation models and the practical use.But less research pays attention to the scale of brand extension.In the event that we have not a complete theory and point of views,how the corporation evaluates the ability to realize the brand extension and make full use of the brand value has been a problem worth researching.This thesis analyzes the ecological features of the brand extension,the original driving factors of the brand extension and establishing the conceptual model of the brand extension scale.During the research,this thesis compares the features between the animal species and the brand species relying on the basis of the brand ecology theory,and uses many cases about brand extension.Another focus of this thesis is using the influencing factors of the animal species scale to analyze the influencing factors of the model in the thesis.This thesis uses analytic hierarchy process(AHP)to analyze the influencing factors in order to provide some reference for the corporations' brand extension scale.This thesis uses the theoretical analysis and the instance method including the theoretical analyze from the experts and the questionnaire survey on the basis of some scale.In the theoretical analysis,this thesis uses the marginal analysis in the economy to analyze the preconditions of the model,and the contrastive method to analyze the influencing factors.This thesis also uses AHP to analyze the influencing factors.During this research,the writer consults the experts of this field to ensure the veracity and the reliability of the data.In the instance analysis, this thesis uses principal component analysis on the basis of ensuring the reliability and the validity of the data to examine the influencing factors in the model established and analyzes the result.The research combines the theories in the behavioral ecology with the theories of the brand extension.It is a new trial of the research.This thcsis is writing to provide some reference for the corporations' brand extension scale while providing a new method for the research on the brand extension. |
