Effect of Consumers Characteristics on the Brand Extension Boundary——Based on the Perspective of Brand Association

Abstract

Abstract:

Brand extension is always restricted by the extension border of the brand. Brand association is an effective way to measure the brand extension boundary. Through conflict classification of the non-core association, main-core association and sub-core association, this paper divides the border of extension into three parts. The results show that:when the core association between the extension and the parent brand is consistent, the extension belongs to the internal of the extension border; when the main-core association is consistent but the sub-core association is of conflict, the extension is just on the extension border; while when the main-core association is of conflict between the extension and the parent brand, the extension belongs to the outside of the extension border. The extension border is dynamic. Consumers with different characteristics will show different attitudes to the extension which is just on the extension border. The innovative nature of the consumer, the way of thinking of consumer, consumer sentiment, consumer situational involvement level and owner effect are verified for the five characteristics that influence consumers' evaluation of brand extension boundary extension products.

Key words: brand association, brand extension, boundary, consumer characteristic

Zheng Chundong, Ma Ke, Wang Han. Effect of Consumers Characteristics on the Brand Extension Boundary——Based on the Perspective of Brand Association[J]. , 2016, 28(7): 130-142.

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