The Influence Of Consumers' Preference For Entrepreneurs On Brand Extension

With the development of society and technology,the demands of customer is constantly changing conditions and the life spans of products is being shorter and the speed of upgrade and renew is being faster,the function of brand is more and more important.However,when a company announced the launch of new product,pushing put a new brand will put significant resources into marketing,the cost is very high.In addition,it will take a long time,the new brand can bring benefits.Under the circumstances,brand extension strategy rise in response to the proper time and condition.Compare with advertisement?promotion?public relation and sales promotion,a lot of enterprises become more and more enthusiastic about the strategy of brand extension,because it can effectively reduce the cost and will push the new product into the market quickly to grab market share,it also can make new products more easily accepted by consumers.However,brand extension is not definitely successful.It may also cause the brand dilution effect and hinder the development of new products,even have a negative impact on the successful original brand.Researchers at home and abroad in recent 20 years have increased the research of brand extension,the field of brand extension with matching degree is the key to the success of brand extension,this view gets the consensus of scholars both at home and abroad.The early 20th century,entrepreneur celebrity have been active in public,such as Boeing?Ford?Marykay?Steve jobs and so on.Entrepreneur's personal image and reputation have profound influence on the enterprise.This paper generalizes the study of entrepreneurs and brand extension at home and abroad,brings entrepreneurs into the field of brand extension,through the situational experiment to check out consumer evaluation of entrepreneur's influence on brand extension.Using two indicators,perceived quality and purchase intention,to measure extension evaluation.The study finds that when the mother brand and extended field get a high match degree,compared with low evaluation of entrepreneur,high consumer evaluation of entrepreneurs as the mother brand,the extension evaluation is higher.When the mother brand and extended field get a low match degree,there is no significant difference between the extension evaluation.Compare to the entrepreneur with the lower-level of consumers' preference,to hedonic product extension,the entrepreneur with the higher-level of consumers'preference obtain relative evaluation;to the functional product extension,there was no significant difference between the extension of the evaluation.