Research On Consumer Behavior Mode Of Brand Extension

Brand extension is a popular and effective marketing model for enterprise tointroduce new products, and the extended product is already accounts for a substantialdegree of market share. Brand extension success or not depends on many factors, andthe consumer behavior is one of the key factors. As enterprises, who held consumerswho to have the brand competition superiority. So the consumer behavior in the brandextension has a great reference value for enterprises to develop marketing strategy andto improve brand influence.The thesis illustrates the importance and necessity to study the consumerbehavior in brand extension, and describes the interest relationship between consumerbehavior and brand extension. At the same time, the thesis makes a summary fromdifferent angles. The paper expounds the meaning of consumer behavior and brandextension, and makes a in-depth discussion on consumer purchasing decision processand the associate between brand extension and consumer purchase decisions. Thepaper illustrates the advantages and disadvantages of traditional six kinds of consumerbehavior, and sums up the general framework of consumer behavior patterns.The dissertation introduces the characteristics of consumer behavior in brandextension, analyzes the internal and external factors of consumer behavior, andclassifies the influence factors of brand extension. At the same time, the dissertationput forward the consumer behavior influencing factors system of brand extensionfrom three aspects. So based on the consumer behavior influencing factors system inbrand extension, the paper establishes the consumer behavior model of brandextension, and makes a detailed explanation of various stages of the model.Finally, the thesis proposed brand extension marketing strategy from consumerangle, and the enterprise should put enough attention on relational, the core value ofthe brand, and consumer emotions.