Research On The Neural Mechanism Of The Influence Of Entrepreneur's Reputation On Brand Extension

With the continuous development of the Internet era,entrepreneurs have gradually entered the public eye,we have to admit that the "Entrepreneur era" has arrived.At the same time,due to the continuous expansion of brand connotation,entrepreneurs are gradually regarded as a brand,because they also have the characteristics of the brand and additional attributes.From the perspective of brand strategy,brand extension is a common marketing tool in the brand field.The advantage of brand extension is mainly to reduce the cost of launching new products and avoid the risk of new brand failure.This research is based on the common theory of decision science,consumer behavior and cognitive neuroscience,and integrates brand extension theory,cognitive science research and the latest decision-making neuroscience results.EEG experiments were designed using event-related potentials(ERPs)technology to study consumer purchase decision-making issues for product extensions of different well-known entrepreneur brands.By the EEG experimental research,specific analysis of entrepreneurial visibility and product extension.The degree is 2(high visibility,low visibility)× 2(near extension,far extension)under the four conditions,the consumer's purchase decision?decision time and the brain's processing ability to pay attention to resource allocation,fit judgment and assessment attitude.From the perspective of cognitive nerves,explain the cranial nerve response of individuals when they purchase under certain conditions,and make reasonable suggestions for the shaping of entrepreneurial brands and brand extension strategies.First of all,it mainly introduces the background and significance of the research.Next,it reviews the related theories,mainly summarizes the related theories and research on the neural mechanism of entrepreneurial brand,brand extension and brand extension,and establishes the theoretical foundation of this research.Secondly,the research hypothesis and theoretical framework are proposed.The experiment is designed according to the identified research problems.The event-related potential technology in the cognitive neuroscience experiment method is used to explore the neural basis of the influence of entrepreneurs' popularity and brand extension on consumers.Finally,through the statistical analysis of the data,the research hypothesis proposed in this paper is tested and the conclusions of this paper are obtained.Based on the research results,the author puts forward relevant countermeasures and suggestions on how to improve the performance of enterprises through entrepreneurial behavior.