情景依賴對消費者品牌延伸評價的影響

Brand extension is the important approach to new product marketing. Using experimental method, this paper examines the influence of brand cognitive structure and field dependency on consumer＇s brand extension evaluation from the perspective of information storing and usage and the impact of different communication strategies (Relational vs Elaborational) on brand extension evaluation by consumers in various levels of field dependency. It is found that consumers in field independency, compared with those in field dependency, have more positive brand extension evaluation and higher perceived brand extension fit; relational communication strategy brings consumers in field independency more positive brand extension evaluation and higher perceived brand extension fit. In contrast, elaborational communication strategy brings consumers in field dependency more positive brand extension evaluation and higher perceived brand extension fit.