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英国essay写作范文:Brand Extension of GUCCI

论文编号:lw201902211142106897 所属栏目:essay写作 发布日期:2019年02月21日 论文作者:论文网
Introduction & summary 介绍
品牌延伸是推出新产品的一种非常流行的方式。每年有近82%的新产品引进品牌延伸。这并不奇怪,因为品牌可以被用作信号质量,并传达给消费者独特的符号属性,为消费者和企业降低风险。此外,忽略外部环境因素,当消费者对品牌延伸进行评价时。品牌延伸不是在真空中引入的,当消费者对品牌延伸进行评价时,他们在很多情境因素中都会这样做。例如,在消费者行为中,最近的研究表明,由心理状态引起的短暂条件可以影响消费者处理信息的方式。环境可以触发交配的消费心理也是非常频繁的。是理想的异性恋者,比如说,在互联网上,或者在电视上,都可以激活思维交配。同样地,约会,甚至是约会网站都会引发求偶心理。事实上,根据一项调查,成年人经常想到交配。尤其是,年轻的男女报告了他们每天思考很多次的外在原因。因此,本文旨在用餐厅中的古驰品牌来识别品牌延伸。
Brand extension is a very popular way to launch new products. Every year nearly 82% of the new product introductions of brand extension are introduced. This is not surprising, because the brand can be used as signal quality and to communicate to the consumer's unique symbol attribute for consumers and businesses to reduce risk. In addition, ignore the external situation elements, when consumer evaluation of brand extension. Brand extension is not introduced in vacuum; When a consumer evaluation of brand extension, they do so in a lot of situational factors. In consumer behavior, for example, recent studies suggest that the transient conditions caused by state of mind can influence how consumers process information. Circumstances can trigger mating consumer mentality is also very frequent. Is the ideal person of the opposite sex, for example, on the Internet, or on TV can activate thinking mating. Similarly, dating, or even dating web site can induce mating mentality. In fact, according to a survey, adults often think about mating. In particular, young men and women reported their external cause they think many times a day. Therefore, this article is intended to identify the brand extension with the brand Gucci in the Restaurant. 
Contextual & theoretical backgrounds
The consumer's attitude toward brand extension is an important variable in determining the expansion of the consumer acceptance. Bad attitude, once established, difficult to change and avoid may cause the consumers of the brand. As a result, it can be said the success of a marketing plan depends on the brand association in consumers, create favorable, in turn, will lead to positive affect the overall image of the product brand. Previous research has shown that consumers widely suspected of brand extension too far at the core of the brand's identity. When consumers think similar or consistent with the original brand extension products, they are more likely to be the parent brand new extension products will take an active attitude. In other words, when consumers have a positive brand attitude towards parents, higher level for an extended between the parents and the brand, consumers perceived, will lead to more positive comments.
Consumers are willing to try the brand extension of brand high trust and praise. It points out that the consumer's knowledge and belief of a strong brand can make up for low direct knowledge of brand extension, and evaluation of brand extension. In these strong brands belief seems to be many definitions of intersection and trust. It shows a strong brand extension strategy of brand trust will benefit more from less than trust rivals..................
Methodology
Discussion & recommendations
Reference list
Arifin, W. N. (2012). Random sampling and allocation using SPSS. Education In Medicine Journal, 4(1), e129-e143. doi:10.5959/eimj.v4i1.4
Foley, B 2015, 'Gucci', WWD: Women's Wear Daily, pp. 8-9, Business Source Premier, EBSCOhost, viewed 16 November 2015.
Kaur, H., &Pandit, A. (2015).Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India. Vision (09722629), 19(1), 37-48. doi:10.1177/0972262914565557
Lietz, P 2010, 'Research into questionnaire design', International Journal Of Market Research, 52, 2, pp. 249-272, Business Source Premier, EBSCOhost, viewed 16 November 2015.
Monga, A. B., &Gürhan-Canli, Z. (2012).The Influence of Mating Mind-Sets on Brand Extension Evaluation. Journal Of Marketing Research (JMR), 49(4), 581-593. doi:10.1509/jmr.09.0515
Appendix A