Dissertation > Excellent graduate degree dissertation topics show

A Study of the Influence of Country of Manufacture and Extension Fit on the Brand Extension Based on Different Self-Monitoring Level

Author: LiXiaoLi
Tutor: WuZhenYe
School: Southwest Jiaotong University
Course: Management Science and Engineering
Keywords: brand extension country of origin extension fit self-monitoring
CLC: F224
Type: PhD thesis
Year: 2007
Downloads: 530
Quote: 1
Read: Download Dissertation


As a good ways of efficient use and improvement of brand equity, how to do a good brand extension has got great attention from academic field and enterprises. Since 90th, 20 century, lots of experts and scholars have made great works about brand extension. Among these works, the research on factors which influence evaluation of brand extension has always been the key issue, in which most of research have focus on how extension fit and parent brand quality factors influence the evaluation of brand extension by consumer, but other influential factors have not got their deserved attention. Country of Origin, as a important indicator in the process of evaluation of product considered by the consumer, what role it will play in the process of evaluation of brand extension? Especially what happened if it interplay with extension fit in the process of brand extension? How consumer will response to the situation in which two factor’s information is inconsistent, like near extension fit and favorable country of manufactory or far extension fit and unfavorable country of manufactory. And if this evaluation will be influenced by the quality of consumer? All these question above mentioned will be the key issue of this research.This research divide extension product into two categories with extension fit standards: far extension fit product and near extension fit product. And according to standards of country of manufactory, we also divide extension product into two categories, one is favorable country of manufactory product and unfavorable country of manufactory product, while use self-monitoring indicator which is measurement of quality of consumer as moderator variable. Through related articles and paper review and summarize, we set up our model and hypothesis. With experiment design method to observe how consumer evaluate extension product when they only use country of manufactory and extension fit information to help them do judge, and we will use SPSS11.5 to help us validate our hypothesis.This research will be a useful complementary for current brand extension study, and it can also provide some meaningful guideline for enterprises in the practice of brand extension. So this research should means a lot for both academic field and related industry.This paper firstly provides literature review, in which involved brand equity, extension fit, country of origin, and self-monitoring and other related theory. On the basis of these literature review, this paper propose model and hypothesis, in which include the hypothesis about the influence of country of manufactory factor and extension fit factor on evaluation of extension product, the hypothesis about the influence of different self-monitoring consumer on different country of manufactory factor, the hypothesis about different consumer have different evaliuation when they face inconsistent information between country of manufactory and extension fit Then according to these model and hypothesis, the paper design the experiment and give the specific explanation about all kinds of variables and methods involved in this experiment. And then do the pretest and official experiment according to experiment design, and in the official experiment process, we also test the variable involved in this experiment. Finally at the last part of this paper we test our hypothesis and give relevant explanation and give the final conclusion.

Related Dissertations

  1. Development and Application of Primary and Secondary School Teachers’ Impression Management Tactics Questionnaire,G632.4
  2. Brand name consumer perception study Translation Method,H315.9
  3. Study on the Purchasing Intentions of Chinese Consumers Based on the Brand Recognition of Japanese Cars,F224
  4. Enhancing Reading Ability of Non-English Majors with Metacognitive Strategies in After-class Reading,H319
  5. How to Improve the Orphan Students’ Ability of Reading,H193
  6. An Experimental Study on COO Stereotype in College Students about Laptop,B842.1
  7. Visual Image Design of Education Brand,J53
  8. Study of the World Union Properties’ Brand Extension Tactic Under the National Expansion Strategy of China,F293.3
  9. Research on Evaluation System of Chinese Household Appliance Brand Extension,F426.6
  10. Research on the Efficiency of Brand Extension of Telecom Industry,F626
  11. Research on the Country of Origin Image of Qingdao’s Home Appliances Brand,F426.6
  12. Study on the Brand Strategy of DT Company,F273.2
  13. Based on customer loyalty brand extension study,F273.2
  14. On Rules of Origin in the Use of Anti-circumvention,D912.29
  15. Study on the Impact of Brand Strength on Brand Extension Boundary,F273.2
  16. Research on Consumer Behavior Mode of Brand Extension,F273.2
  17. Green Factors on the Impact of Brand Extension Evaluation,F205
  18. Brand Extension under Internet Environment: an Exploratory Research on E-portals,F273.2
  19. A Study on the Effects of State-Owned Enterprises’ Employees’ Organizational Political Perceptions on Impression Management and In-Role Performance,F276.1
  20. Brand image of the country of origin on consumer product evaluation Empirical Study,F273.2;F224
  21. On Impacts of Algebra Discipline Domain Knowledge on Students’ Knowledge Representation Effect,G442

CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
© 2012 www.DissertationTopic.Net  Mobile