Green Factors On The Impact Of Brand Extension Evaluation

Along with the technological advance by leaps and bounds, make product life cycle increasingly shorten, in this environment, domestic and foreign enterprises and brand extends is already one of the commonly used brand strategy. Successful brand extension, not only can reduce costs and new product launching new market can rapidly occupation. But, simple brand extension cannot meet today's low carbon, environmental protection consumption trend. Enterprise scramble for the new market, choose the green brand extension will be imperative. The so-called green extensions, popular said, is the extent product has low carbon, environmental attributes.Under the background of the above, this article introduced a regulation variables, namely the price factors (high/low), and 2 green factors, namely product the relation with environment, the detailed said means consumer perception of environment impact (extension products high/low). And green extension strategy (product line extension/product categories extension). Objective to explore the ideal environment and price adjustment, enterprises in green extensions, this adopt what kind of extension strategy types, this how to position the extension products and environment of consumer relations, can obtain higher evaluation extension products. Meanwhile, the article also examined, green extensions of the feedback effect on the brand. This paper designs a 2 x 2 x 2 groups, specific include to test at two levels green brand extension strategy types (product line extension/product categories extension),2 levels of consumer perception extension products of environmental impact (high/low), 2 level price factors (high/low) to design tests. In order to enhance the external validity, the author experiments on real choice market and brand as a test stimulus selected a 412 of effective sample data.Through collecting the data, analyze data, in the end, the author found that adopting the green line extensions and consumer perception of environment impact large products and consumer to extensions product evaluation, even higher in high price level is established. But has not found, the brand of mother can improve consumer greening brand evaluation.