基于消费者视角的品牌延伸评价研究企业管理专业论文.docxVIP

II II Abstract In a highly competitive market environment ， With social progress and technological development ，technologies of production become more and more homogeneous ，product lifecycle also shorten gradually. In such a situation ,brand is seen as significant for companies and consumers, and used by more and more companies. But the brand extension is a double-edged sword， the failure of the brand can bring the company severe damage ．The example is not uncommon in reality. And the success or failure of brand extension depends largely on consumer’s evaluation of the brand extension. So