Research On Factors Affecting The Evaluation Of Consumer Brand Extension

Brand extension is a marketing strategy which the enterprise use the great reputation and influence original brand to a new product or service in order to reduce the expectation of new products entering the market risk. According to the relevant psychology theory,Consumer brand extension evaluation determines whether or not the marketing strategy to be successful. The study was introduced the factors of extension of the product price and Construal Level, and putting the latter as a moderator. The study established brand extension evaluation model, and the model with experimental questionnaire was validated.The first experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) X2 (Perceived quality:high vs low). This experiment was to examine the impact the factors of construal Level and perceived quality of the parent brand to brand extension evaluation. The second experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) X 2(Perceived fit:high vs low). This experiment was to examine the impact the factors of construal Level and perceived fit to brand extension evaluation. The third experiment used Two-factor mixed design which model is 2(Construal Level:high vs low) X 2 (product price:high vs low). This experiment was to examine the impact the factors of construal Level and product price to brand extension evaluation.According to the experimental results:1. The factor of Extension of perceived quality significantly affects consumer evaluation of brand extension. It is proportional to consumer brand extension evaluation.2. The factor of perceived fit of product significantly affects consumer evaluation of brand extension. It is proportional to consumer brand extension evaluation.3. The factor of Extension of product prices significantly affect consumer evaluation of brand extension.4. Compared with the low construal level consumers,the high pay more attention to the factors of perceived quality and Perceived fit of product when they made the brand extension evaluation. Compared with the high construal level consumers,the low pay more attention to the factor of extension of product price when they made the brand extension evaluation.5. The brand dilution effect of mobile phone is not significant.