Parent Brand Attitude Of Consumers For The Extension Of The Impact Of Product Attitude

Since 1990s,the academia and business of China pay close attension to "brand extension". The scholars had already made a large number of discussions on this question. But in teams of consumer , there is little research. In practice, enterprises lack rationality in the operation of brand extension. In China, this question has not merely been an important academic problem, it is a great practice subject.The destination of this thesis is:l)When we do not consider the shopping motivation, we consider the consumer's perception similarity, two important factors of consumer's attitude toward parent brand are quality and extension image, how the product quality of parent brand and a brand image extension interactively affect the extendibility of a parent brand?2) When we consider the shopping motivation, we classify the consumers based on the "shopping motivation" , we study the different consumer-grouops' attitude toward parent brand, then we study the different extension attitude. We want to help the enterprise distribute the limited resource rationally.Based on above destination, we adopt empirical research, we use SPSS and LISREL and adopt six steps to finish this research.The conclusions of this dissertation are as follows:l)The brand with high quality has well extendibility; 2)Only when parent brand products possess overall high product quality , symbolic brand image exceed functional brand image, when parent brand products possess overall low product quality , symbolic brand image's inferior position appears; 3) The consistency of symbolic brand and functional brand is good for the consumer's evaluation;4)when we consider the shopping motivation, the research result tell us : different consumer groups have different attitude toward the same parent brand product. It is the innovation in this dissertation .