Based On Consumer Reviews Of Luxury Brand Extension Study

In the fierce market competition, the luxury enterprises in order to safeguard and consolidate the status of the original brand, increase brand value, have taken brand extension strategy. On the one hand, numerous studies show that luxury brand extension have a strong ability to extend;on the other hand, the failures of luxury brand extension are everywhere. Thus, how to effectively use the brand extension strategy is the key to survival and development of luxury brand. Factors such as external market,internal environmental and marketing impact the successful application of brand extension strategy, but consumer's attitude (consumer's evaluation) is the key to success. Therefore, this paper will study the factors which affect the luxury brand extension from consumer's point.In a detailed analysis of "the middle crowd" which is the main luxury consumer group,as well as the rich brand equity which can be transferred, this paper identified that the brand culture is the key to luxury brand extension.Meanwhile,this paper proposes five factors affect evaluation of "the middle crowd": the perceived quality of the brand, brand preference, brand symbolic association consistency, the difficulty of making,and the fit between the two products. Then,the paper analyses the impact of five factors in the psychological process of consumer evaluation of luxury brand extension. The study results show that the perceived quality of the brand bring the high evaluation of extension,brand preference and brand symbolic association consistency have a positive impact on the brand extension,the difficulty of making has a negative impact on the brand extension,the fit between the two products is the same as brand symbolic association consistency. Luxury enterprise can inspect brand extension from these factors,to ensure the luxury brand extension become the brand operation gradual adjustment and the brand property effective use.