Research On The Impact Of Cross-Gender Brand Extension On Consumer Brand Preference

In the current increasingly fierce market competition environment,brand extension strategy as an important measure to expand the scope of business and consolidate the image of the parent brand has been adopted by more and more enterprises.Cross-gender brand extension provides a direction for a single gender brand to expand the market.Through cross-gender brand extension,products can be expanded to the relative gender market.With the help of the reputation of the parent brand,products can be more easily recognized by consumers.In the process of brand extension,the image of the extended product may change,and what impact it has on the effect of brand extension needs to be studied.Consumers are very different,and the impact of personality traits such as innovative brand extension on consumers' brand preferences should be further studied.This paper reveals the influence of cross-gender brand extension on consumers' brand preference through three experiments.Experiments 1 validated the effect of cross-gender brand extension on consumer's brand preference.The level of cross-gender brand extension is male-female,and the level of cross-gender brand extension is female-male.Consumers' brand preference is significantly higher than that of cross-gender brand extension.The second experiment validates that the image fit of the extended product has a moderating effect on the consumer brand preference of cross-gender brand extension.Under the high image fit level,the consumer brand preference of the two levels of cross-gender brand extension is relatively high,and there is no significant difference between them.In the third experiment,the consumer innovation is introduced as a consumer adjustment variable to study the cross-gender brand extension.The effect of image fit shows that it has a moderating effect.When consumer innovation is low,under the condition of high image fit,there is no significant difference between cross-gender brand extension level for men and women and cross-gender brand extension level for women;under the condition of low image fit,cross-gender brand extension level for men and women is higher than cross-gender brand extension level.Consumer brand preference of women and men.According to the results of the study,this paper argues that male temperament brand is more suitable for cross-gender extension than female temperament brand.When cross-gender extension,female temperament brand should pay attention to keeping the image of extended products consistent with the parent brand.In addition,innovative consumers are more likely to accept new products and enhance their brand preferences.