Research Review and Prospect on the Factors Affecting the Successful Brand Extension in Chinese Context

摘要

As an important research field of brand equity theory, brand extension theory has been extensively studied by scholars all over the world, and has become an important strategic tool widely used by enterprises. Brand extension has been introduced into China since the mid-1990s. It has experienced a rapid development process from preliminary exploration to in-depth exploration and then to expanding research. Based on the classical A&K theoretical model, this paper combs the literature of brand extension in China and foreign countries in the past 30 years from six aspects: parent brand factor, extension product factor, relationship factor between extension product and parent brand, consumer factor, marketing factor and social factor, and constructs a model for successful brand extension, and provides experience and basis for reference in theory and practice, and provides ideas for future research in this field in the context of China.