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The Effects of Brand Association、Presentation Channel on Purchase Intention of Brand Extension

Author: ZhouJie
Tutor: QuWeiGuo
School: Hunan Normal University
Course: Applied Psychology
Keywords: Brand Association Brand Extension Procter&Gamble Purchase Intention Presentation Channel
CLC: F274
Type: Master's thesis
Year: 2014
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Abstract


On the basis of previous studies, this paper tries to explo-re the influence of brand association dimensions, stimulus pre-sentation channels on purchase intention of different types of extension products through laboratory studies. The study tries to reveal the amount of influence of brand association dimensi-ons on purchase intention of different types of extension prod-ucts in commodity industry, the amount of influence of differe-nt stimulus presentation channels on purchase intention of di-fferent types of extension products, whether if the influence of brand association dimensions on purchase intention of diff-erent types of extension products changing from the change of stimulus presentation channels. The results show that:1. Different stimulus presentation channels have signi-ficant effects on purchase intention of extension products2. Different brand association dimensions have significant effects on purchase intention of extension products3. The brand association dimensions on purchase intention of extension product will not change from the change of stimulus presentation channels4. When stimulus presents from different sensory channels, the influence of brand association dimensions on purchase in-tention of extension products has the following situation: typical products related industries> extension products related industries> typical products unrelated industries> extension products unrelated industriesThe study enriches the related studies of the impact of brand association on brand extension, further validates the re-action can be used to research the brand association;while add-ing the variable presentation channels, broadens the field of research, innovates the research perspective of brand relatio-nships. It but also provides a theoretical reference for busine-sses and enterprises during products extend. It can more accura-tely focus the effects of different brand association dimensi-ons when businesses and enterprises extends different categor-ies of products, and can combine the effects of different commu-nication channels and different stimulus presentation channels when planning production and promotion and marketing for diffe-rent types of extension products to achieve the best marketing results. And it can also give a positive consumer behavior guid-ance.

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