Research On The Influence Of Brand Experience On Brand Remote Extension Evaluation

Brand extension is one of the important strategies of enterprise’s launching new products.The correct use of brand extension strategy, not only can reduce the cost of enterprises in developing new products, but also can improve the enterprise’s performance and competitiveness. In recent years, the brand extension not only has been used more and more by the companies, it also has become the focal point of academic research. Therefore, in order to implement the strategy of brand extension better, finding out the factors which have important influence on brand extension strategy is very important. In the current literature s, we found that the majority of scholars focus on brand extension fit or the quality of the parent brand, there are few researchers focus on the brand remote extension.However, there are instances showing that the brand remote extension could getsuccess, for example Mitsubishi, its products across from the car to the chemical industry, finance then to ordinary office supplies successfully, Virgin also successfully expanded to more unrelated business. According to most of the previous studies, we found that the attitude which consumers hold on the extension product can directly affect the success of brand extension. In the current situation,with the further development of experience economy,the majority of consumers like experience marketing mode, and a lot of enterprises benefit from this kind of marketing, such as the experiential marketing strategy of Apple Corp. Consumers in the ongoing brand experience process, can get the feeling of pleasure. The pleasure can effectively enhance the brand perceived value, and eventually bought the brandproduct series. Therefore,investigating whether consumers has left deep impression on brand after experiencingand the perceived brand value corresponding increased greatly, a nd the brand perceived value can have a positive effect on brand remote extension have important significance for the enterprises. With good brand experience, the enterprises can carry out the marketing activities effectively. This thesis also put brand perceived value as one of the research variables, and exploringwhat role of the brand perceived value plays between brand experience and brand remote extension will also be discussed.This study selected Apple products as the questionnaire survey object for exploring howthe brand experience and brand perceived value influence on the brand remote extension, with direct and indirect pathrespectively.Especially theintermediary effect of the brand perceived value is validated, through analyzing the data of questionnaire we found that:(1) in addition to think experience,the four dimensions of brand experience can significantly influence brand perceived value, but the impact effects are different;(2) brand perceived value has a partial mediating effect on the brand experience and brand remote extension evaluation;(3) all of the brand experience’sfive dimensionshave effect on the the brand remoteextension evaluation’s two dimensions, and the effects are different.In this thesis, we use the qualitative and quantitative research, from the view of establishment of brand experience and enhancement of the consumer perceived value, we put forward some suggestions for brand management, enterprise can enhance the brand experience to promote the consumer’s perceived value of the brand, so as to prompt consumers to hold positive evaluation of the remote extension products which launched by the enterprise, ultimately win the consumer recognition and trust, so that enterprises occupy a leading position in the competitive market environment.