The impacts of extension consistency, consumer risk perception on dilution effect in brand extension
คำสำคัญ:
Extension consistency, Consumer’s risk perception, Brand dilution effect,attractiveness of brand image spokesmanบทคัดย่อ
This paper studies the impacts of extension products, consumers and marketing environment on brand dilution effect. This study is going to use quantitative methods to carry out empirical research, propose multiple hypothesis based on the current studies on dilution effect and the theories of image value, cognitive decision, risk perception and self-consistency, collect data through experimental intervention and questionnaire survey, and finally have an analysis and test of the research hypothesis through multivariate analysis, regression analysis and structural equation.The results of the study show that: firstly, the inconsistency between extension products and parent brand would cause dilution effect; secondly, extension consistency has a negative correlation with consumer risk perception; thirdly, consumer risk perception has a positive correlation with brand dilution effect; fourthly, consumer risk perception plays a complete mediating role in relation between extension consistency and dilution effect; lastly, attractiveness of brand image spokesman can regulate the relation between extension consistency and dilute effect.Finally, this paper puts forward a new direction of future research on brand dilution effect.
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