品牌联想、呈现通道对延伸产品购买意向的影响

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1、Onthebasisofpreviousstudies，thispapertriestoexplo—retheinfluenceofbrandassociationdimensions，stimuluspre—sentationchannelsonpurchaseintentionofdifferenttypesofextensionproductsthroughlaboratorystudies．Thestudytriestorevealtheamountofinfluenceofbrandassoc

2、iationdimensi-onsonpurchaseintentionofdifferenttypesofextensionprod—-uctsincommodityindustry，theamountofinfluenceofdiffere—ntstimuluspresentationchannelsonpurchaseintentionofdi——fferenttypesofextensionproducts，whetheriftheinfluenceofbrandassociationdimen

3、sionsonpurchaseintentionofdiff—-erenttypesofextensionproductschangingfromthechangeofstimuluspresentationchannels．Theresultsshowthat：1．Differentstimuluspresentationchannelshavesigni—ficanteffectsonpurchaseintentionofextensionproducts2．Differentbrandassoci

4、ationdimensionshavesignificanteffectsonpurchaseintentionofextensionproducts3．Thebrandassociationdimensionsonpurchaseintentionofextensionproductwi1notchangefromthechangeofstimuluspresentationchannels4．Whenstimuluspresentsfromdifferentsensorychannels，thein

5、fluenceofbrandassociationdimensionsonpurchasein—tentionofextensionproductshasthefollowingsituation：typicalproductsrelatedindustries>extensionproductsIIIrelatedindustries>typicalproductsunrelatedindustries>extensionproductsunrelatedindustriesThestudyenric

6、hesthestudiesoftheimpactofbrandassociationonbrandextension，furthervalidatesthere—actioncanbeusedtoresearchthebrandassociation：whileadd—ingthevariablepresentationchannels，broadensthefieldofresearch，innovatestheresearchperspectiveofbrandrelatio—nships．Itbu

7、talsoprovidesatheoreticalreferenceforbusine—ssesandenterprisesduringproductsextend．Itcanmoreaccura—telyfocustheeffectsofdifferentbrandassociationdimensi。—onswhenbusinessesandenterprisesextendsdifferentcategor‘_iesofproducts，andcancombinetheeffectsofdiffe

8、rentcommu—nicationchannelsanddifferentstimuluspresentationchannelswhenplanningproductionandpromotionandmarketingfordiffe——renttypesofextensionproductstoachievethebestmarketingresults．Anditcanalsogiveapositiveconsumerbehavi