The Research About Effection Of Consumer Differences On The Brand Extends Dilution

Enterprise introduced new brands usually use the brand extends this verycommonly used and effective marketing model, so the brand extension for relatedresearch has important theoretical and practical significance. Brand extension strategyhas become many enterprises an important option, and it has the outstanding qualities.But if the brand extension strategy is undeserved, brand extension can cause manynegative effects. So the the related research of brand extension has importanttheoretical and practical significance.In the process of brand extension, inappropriate brand extension could lead tobrand dilution happens. The research on brand dilution began at the endof1980s, andthe main focus on brand extension fields. The problems of brand extends is likely tofade away have been put forward, so the unsuccessful brand extension is likely toreduce the rights and interests of the related successful brand.In this paper, on the review of previous studies, the one of latest cognitiverepresentation in the field of psychology-Construal Level Theory, CLT-is used.Ittreats theconstrual level as an important Moderator Variable. And in this paper, theIAT, EAST variant and BIF scale are ways of research, which explainthe effects ofdifferent consumers for the purchase of the dilution brand. Study found that, first, theconsumers’evaluation to the dilution extension product or non-dilution extensionproductof function-oriented brand and prestige-oriented brand are different because ofdifferent construal level.Second, after manipulation of time distance, the consumers’evaluation to different properties (dilution Vs. non-dilution) of extension product ischanged. In this study, the dilution effect and the difference of consumers are gotmore attention, which is a beneficial complement in the studyon brand dilution effect,and the results of the study have some certain application value on theupper-advertisement and marketing communication of brand extension strategy.