The Study Of Inner Mongolia Dairy Enterprise Brand Extension Evaluation For The Impact On Consumers’ Brand Loyalty

In today’s society, along with the fierce market competition, the emergence of new technology and the constant change of consumer demand forced more and more enterprises to pay attention to the brand construction, strengthen the brand management, and the brand extension is one of the important strategies in a lot of enterprises implementing the brand strategy management. There were many articles about brand extension and brand loyalty in previous researches, and on the basis of previous studies, the paper locking the brand extension in the Inner Mongolia dairy enterprises will analyze and research the influence of brand extension evaluation to consumer brand loyalty.Based on the previous theories, the paper put forward the influence model of the brand extension evaluation to consumer brand loyalty in different extension fit, and regarded brand trust, brand recognition and brand value as three factors impacting brand loyalty, namely brand extension evaluation on one hand had a direct impact on the brand loyalty, on the other hand can indirectly influence brand loyalty through brand trust, brand recognition and brand value. Through the SPSS15.0statistical analysis software, firstly, the paper validated the relationship between the significance of several variables. Secondly, using a linear regression analysis, the paper explained the causal relationships between the significance of several variables. Finally, utilizing variance analysis, the paper examined whether the brand extension evaluation to consumer brand loyalty had a significant difference or not under the condition of different brand extensions fit. The results showed that the influence degree of brand extension evaluation to consumer loyalty and each dimension is different, and the difference is significant in different extensions fit.Research significance of the paper is to some extent, to enrich the brand extension evaluation studies, and also to provide some theoretical guidance for the brand management strategy of Inner Mongolia dairy enterprises. As dairy enterprises, even if the production of dairy foods should also have their own characteristics and advantages of the products and highlight brand positioning and select the appropriate the enterprise extension strategies through its own advantages. In addition, efforts should be made to improve overall assessments of consumers to extensions product of dairy enterprises, and dairy enterprises should pay attention to product quality safety problems, and keep the original brand loyalty.