Analysis On Reason Of Different Evaluation Tendencies For Extension Products:Based On The Perspective Of Customers' Cognitive Process

Brand extension is one of competition strategies commonly used when enterprises promote products. Brand extension is the strategy that the enterprises marketing new extension products use the brand name in different product categories to reduce market friction of the new extension products. Although brand extension can benefit the enterprises, but if used in a wrong way, it also can damage the brand image and the new extension products.The definition of brand extension and factors affecting brand extension are discussed, and the contradiction of previous studies are pointed out. Although previous studies analogized the trend differences of brand extensions, they did not explain the reasons of the trend differences based on the perspective of the cognitive processes. This paper aims to remedy the deficiency accordingly.This paper is divided into seven parts. The first chapter is the introduction; the topics of the background, theoretical significance and practical significance are described in this part. And the relevant framework of this study is pointed out by the analysis of the relevant literature. The second chapter is the theoretical analysis. The concepts of brand and brand extension are elaborated. Cognitive factors affecting consumer brand extension evaluation and process models of brand extension are analyzed. The third chapter is the study of assumptions and theoretical models. The process of product evaluation and the corresponding theoretical models are assumed. The fourth chapter is part of the experimental design; the overall outline for the experiment is explained, including pretest and formal experiment. And the experimental tools are described, too. The fifth chapter is the part of the analysis of experimental data, and the experimental verification of the hypothesis is conducted. The sixth chapter is the conclusion of the study. The results show that when classifying the inconsistent extension products to the original brand, consumers with different amounts of cognitive resources have different classification results. Also, it makes two types of consumers have different tendencies on transferring degrees of attitude and perception attribute and degrees of task satisfaction. Furthermore, these two discrepancies have a positive impact on consumers' different evaluation tendencies of different consistency extended products. The seventh chapter is the shortcomings and prospects, the shortcomings of the paper and the guidance suggestions for follow-up study are described.