A Study On Evaluation Of Brand Extension From The Perception Of Consumer

Brand Extension as one of the kind of brand strategy,many enterprises around the world have been using it more and more,and the study of brand extension had been concerned by an increasing number of scholars since the last century ninety's. It plays an important role of understanding of how consumers evaluating the effect of brand extension in making the right decision of brand extension and guiding the practice of brand strategy,meanwhile it is one of the important research direction of the theory of brand extension.Concerning of China's current strategy of brand extension having been widely used,as well as there are many existing problems in our theoretical research on brand extension,this thesis make a local research on the evaluation and variation of brand extension,on the base of learning from the foreign research results of brand extension. On the base of comparing of Chinese and foreign research results in brand extension related to performance,this thesis put forward a reasonable,feasible effect evaluation Indicators,and then find out the important variable which influence the extension effect,while constructing a performance evaluation model of brand extension.On the account of this model,this thesis make a questionnaire survey on studying China's consumers,and do a statistical analysis through the questionnaire survey collected data in order to examine the practicality of the model using in the consumer evaluation of brand extension.This thesis is divided into five chapters.The first chapter introduces the purpose and significance of this study,review the related literatures about brand extension both at home and abroad over the past two decades,and interpret the research ideas, methods of this study;the second chapter is main theoretical basis of this thesis, which talk about developments and changes of brand extension relevant theoretical in the carding process and made a brief comment;the third chapter is the core of this thesis,it attempt to identify the main variety of brand extension evaluation based on studying in the literature,and put out the research model of this thesis,while explain the relevant variables of the model,and point out four theoretical assumptions of measuring the effect of brand extension.At the same time,it makes a statement for the process of empirical investigation,such as the selected brand for the investigation, the selection people of the survey and questionnaire designation and distribution. The fourth Chapter is the main part of this thesis,it take a use of statistical methods on analyzing survey data,and take a empirical analysis on theoretical assumptions of the third chapter,which is to verify the accuracy of the model and to be improved. And then establish number equations through regression analysis.The fifth Chapter sums up some conclusions from the above parts,and looks for a possible future research direction.This thesis,on the one hand,hope to provide a reference for enterprises in making a decision about brand extension and setting up a reasonable brand extension strategy.On the other hand,look forward to be able to supply a new research perspective and ideas for studying in brand extension.