An Analysis On The Intermediary Role Of Brand Trust Between Brand Experience And Brand Remote Extension

Due to increased competition in the market, and the phenomenon of producthomogenization increased seriously, most brands of products have no difference inessence, which leads consumers bewilder to face those products, and have no idea tochoose which brand to satisfy their own needs. Confronting to this situation, consumerscould get the information of those produce via the image of brand, the quality of brand,and public praise of the brand, and so on, to make their decision more accurate. In thismoment, brand plays a quite important role in the process of consumers’ decision. Sobrand becomes the main focus between academia and business circles, whom hope tofind beneficial method to advertise the brand and company, especially when thecompany face to the strategy of brand extension, the role of original brand will play animportant role among consumers, who will decide whether success or not of theproducts of extension. But the present research of brand extension is similarity,compatibility, and correlation between the original product and extensional product,most of scholars think that the extension will not get ahead if the extensional productsare totally different from the original products, but it turns out that as long as theappreciate method are adopted, the company could get success in remote extension.Such as Virgin, Mitsubishi, which illustrate the situation with fact. So discussing whatfactors can lead to business success for remote extension will play an important role forcompany’s development. And consumers are the last deciders, so companies need tolook for the cause from a consumer perspective. At present, how experiential marketingloved and sought after by consumers, and many companies get ahead from this way, forexample, the experience store of Apple. Brand experience is one of the main variablesof this article, consumers whether continued to buy a certain brand of product or not isdetermined by the trust of brand, so brand trust is also the main variable of this article,what role of brand trust plays between brand extension and brand remote extensionevaluation will be discussed in this article.The consequences of empirical research demonstrate that:(1) Part of thedimensionalities of brand experience had a positive effect on part of the dimension of brand trust;(2) All dimensions of brand trust had a positive impact on all dimensions ofevaluation of brand remote extension;(3) Part of the dimensions of brand experiencehad a positive effect on part of the dimension of evaluation of brand remote extension;(4) brand trust plays a partial mediating role between brand experience and evaluationof brand remote extension.This paper through qualitative and quantitative research, put forward somemanagement suggestions from the angle of setting up brand experience and establishingconsumers’ trust to the brand, enterprises could via the method to strengthen consumer’sexperience of the brand, and improve customers’ trust in the brand, then improve thefavorite comment of the brand remote extension. In this way, customers will change theperspective of the company’s remote extension’s products, and engender trust to brand,chose the products of the brand remote extension, help companies to achieve highmarketing share in the fierce market competition, win customers’ recognize and trust.