The Study Of Brand Extension Fit,brand Cognition And Consumer Purchasing Intention

With the rapid development of productivity,science and technology,the competition among products are becoming more and more fierce.How to be predominated in market shares quickly has become the focus of theoretical circles and enterprises.As an effective marketing strategy,brand extension can help new products taking advantages of the existing brand.However,there are few successful cases using brand extension strategy.It's an interesting question that how to implement brand extension strategy successfully or what the determining factors of successful brand extension are.Therefore,this paper takes China Telecom's extending brand “Tianyi” for example to explore brand extension fit influencing consumer purchasing intention.This study mainly explores brand extension fit influencing consumer purchasing intention relationship.And on the base of the review of paper,this paper constructs concept model of brand cognition and takes it as mediate variable.At the same time we takes product knowledge as moderator in the relationship of brand cognition and purchasing intention.The results of empirical study with a sample of 268 participants show that:(1)brand extension fit is positively associated with brand cognition and purchasing intention;(2)brand cognition is positively associated with purchasing intention;(3)brand awareness is partially mediated the relationship between brand extension fit and purchasing intention;(4)with the increase of product knowledge,the relationship between brand cognition and purchasing intention gets stronger.