The Effect Of Brand Extension On The Possibility Of Global Brand Product Purchasing

With the acceleration of globalization,the global market is becoming more and more similar,the phenomenon of product homogenization is becoming more and more serious,and the market competition is becoming more intense.In order to stand out,obtain better resources and occupy a larger market share,enterprises must make use of the brands they already have and are well known to consumers.Brand extension strategy is a method that enterprises often adopt to launch new products.In particular,it is to use a well-known brand to introduce many different categories or grades of products.Nowadays,brand extension has been widely used in the world,and has become one of the main ways for enterprises to cope with fierce competition.Although the research on brand extension has been abundant at home and abroad,there are few researches on the relationship between brand extension and the possibility of consumer purchase,let alone from the perspective of the social psychology concept of "cultural identity”.However,in real life,different degrees of cultural identity of consumers will indirectly or directly affect the possibility of consumers buying a global brand extension product,so it is necessary to study it carefully.Based on the psychological variable of "cultural identity",and on the basis of reviewing the research results of the existing brand extension theory,this paper divides the brand extension into horizontal extension and vertical extension.And from these two extension methods,the independent variable,the degree of conformity and the extension distance,is extracted,and the regulating variable of consumer cultural identity is introduced,which is divided into root cultural identity and adaptive cultural identity.Based on this,a new theoretical model is proposed and a research hypothesis is made according to the relevant theoretical basis.This article selects two foreign global brands ZARA and UNIQLO to carry on the contrast research,the survey object is mainly the university student,the graduate student and the young office worker,carries on the questionnaire investigation under the Chinese marketing environment.Small scale pre-survey was carried out before the formal investigation and some questions were modified according to the result feedback.Then the questionnaire was formally issued and the valid questionnaire data were derived for statistical analysis.This study mainly carries on the sample descriptive analysis,the reliability test and the validity analysis,the bivariate correlation analysis and the linear regression analysis,after the data analysis,draws the following conclusions: 1.Fit degree and cultural identity has a significant positive effect on the consumer’s purchase possibility,while the extended distance has a negative effect on the consumer’s purchase possibility of the product;2.Cultural identity plays a significant role in adjusting the influence of fitness and extension distance on the possibility of global brand extension products purchase.The higher the consumer’s root cultural identity is,the higher the fit degree of extended products is,the closer the extended distance is,the stronger the consumer’s desire to spend,and the greater purchase possibility is.The higher the consumer’s adaptive cultural identity is,the lower the fit degree of extended product is and the longer the extended distance is,the higher the consumer’s liking for this extension,and the greater purchase possibility is.Based on the conclusions of the research,this paper puts forward the following practical marketing suggestions to the brand marketing managers: 1.For the brand extension with high fit degree and close extended distance,brand marketing managers can use ways to stimulate consumers’ nostalgia to stimulate consumers’ higher root cultural identity,to generate consumer interest in new products and purchase them;2.For the brand extension with low fit degree and long extended distance,consumers with high root cultural identity will not like the extended product,nor will they have the will to buy it.Brand marketing managers should actively stimulate consumers’ adaptive cultural identity and encourage consumers with high adaptive cultural identity to be interested in it and be willing to include the new product and purchase it.At the end of this paper,the limitations of this study and the prospect of further research are described.