The Choice of Brand Extension Type: The Interactive Effect of Fit, BEA and Brand Concept on Consumers' Extension Attitude

Abstract

Abstract:

To implement cross-border business breakthrough, many enterprises launch new product using original Brand name. But the key point is that what type of cross-border extension can influence consumers' product attitude more effectively. Building on the theory of brand concept consistency and experimental studies, this paper explores the applicability of different extension mode under different brand concepts. Two experiments' result shows:first, when the original brand is indicative of the product functions, due to the product category is the information clue that consumer form association toward original brand, so fit, which emphasizes new product's similarity to original brand's product category, will influence consumers' extension attitude more effectively; second, when the original brand is symbolic, due to the symbolic attribution is the information clue that consumer form association toward original brand, so BEA, which emphasizes new product's inheritance of original brand's symbolic attribute, will influence consumers' extension attitude more effectively.

Key words: brand extension, brand concept, fit, BEA

Sun Guohui, Liang Yuan, Li Jipeng. The Choice of Brand Extension Type: The Interactive Effect of Fit, BEA and Brand Concept on Consumers' Extension Attitude[J]. , 2019, 31(3): 102-115.

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