Research On The Influence Factors Of Fast Moving Consumer Goods Brand Extension

In the past twenty years, and relevant problems in the theory of brand extensionhas received great attention of the domestic and foreign academic circles. Theinfluence factors of brand extension in recent years become a hot research topicand one of the frontier research subjects. Brand extensions can bring manybenefits for the enterprise, but also has many potential risks. In recent years, thefast moving consumer goods industry continuous appear product safety issues,partial enterprise crisis due to improper handling, leading to its market sharedecline rapidly, and be included in "frustrated brands" list. Although some are theinternational well-known brand, but most of the problems is the local brand, willparent brand of security as a brand extension influence factors of new factorswere studied.This study first reviews the previous literature at home and abroad andconsumers for brand extension evaluation factors theory. On this basis, On thisbasis, this study develops a new brand extension influencing factors model toparent experience, parent perceived quality, parent security, parent and extension product relevance, as brand extension influence factors of the main factors onresearch. new brand extension evaluation model to parent brand experience,parent brand perceived quality, parent brand security, parent brand and extensionproducts field, as the extension evaluation of the main factors.This research is in the Chinese culture and consumption background, select theQingdao beer and Six God toilet water two fast moving consumer goods brand,choose well-known brands on the market research because of the brands of brandextension is very common. Each brand choice of three extension products(Qingdao pure water, Qingdao wine, Qingdao popcorn, Six God skin cream, SixGod washing powder, Six God perfume) were studied. And with Aaker andkeller research model as the foundation, the introduction of a new independentvariable (parent brand safety). Research through the questionnaire surveyway.according to collect data, and at the same time, using SPSS software datastatistics and analysis.Research conclusion found in fast moving consumer goods industry, parentperceived quality, parent security, parent and extension product relevance andconsumers’ brand extension evaluation between the positive correlationrelationship. Parent experience and consumers’ brand extension evaluationcorrelation was not. By the above conclusion: influence of fast moving consumergoods brand extension factors are three: parent perceived quality, parent brandsecurity, parent and extension product relevance.This study, from consumer perspective to study consumers how to evaluate thefast moving consumer goods brand extension, aims to help the enterprises understand consumers’ thought process, so as to make appropriate brandextension strategy. China hopes to fast moving consumer goods enterprise brandextensions provide reference, promote the development of the fast movingconsumer goods industry, so as to better cope with the international competition.