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An Empirical Study of Impact Structural Model of Brand Extension Basing on Dairy Industry

Author: LiJunXiu
Tutor: LiSen
School: Northeastern University
Course: Business management
Keywords: Brand Extension Buying Intention Extension of performance
CLC: F426.82;F224
Type: Master's thesis
Year: 2009
Downloads: 69
Quote: 0
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Abstract


Recently, the market competition enhances the importance of brand strategy, and then the competition in the international market has turn to the counterpart among brand. The enterprises have executed the brand extension for the competitive strength enhancement.Brand extension has become a focus of marketing research, but the existing researches little discussion of the performance of brand extension, lacks the system evaluation theory, the science evaluation thought as well as accurate evaluation method. So it is necessary to analyze the related aspects in detail.This research based on the former research, under Chinese cultural and consuming background, and took the dairy industry as research objective, this research based on Reddy’s three-factor model, and introduced a new independent variable (Information factors) and an conditioning variable (Consumer factors). This research collected some data through auestionnaires, and used Person Correlation Coefficient Test to examine the correlation between the model’s independent variable and conditioning variable, used Mann-Whitney U Test and Kruskal-Wwllis Test to Determine whether there is significant difference between the consumer’s cognition of the importance of other factors, used Discriminate Analysis to study the differences of every factor’s contribution to the performance of the brand extension and reached the conclusion finally.The research found that there is significant correlation between the independent variable and conditioning variable, but this significant correlation didn’t embody in every dimension and entry of the independent variables, and there are some differences between the consumer’s cognition of the importance of every factor, which have different characteristic of population variables. This research found that it is different between every factor’s contributions to the performance of the brand extension. At last, this research expounds the differences of the conclusion from the consumer’s demography characteristic angle, and gives some enlightenments and recommendations to the marketing activities.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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