英语论文网

try is also for the needs of enterprises themselves.
Brand has a strong influence in the market, because it becomes a credible, close, stable image in the minds of consumers. This image formation process is essentially the results together with enterprises market orientation and consumer psychology orientation. Only both the two factors are identical that the brand can be established in the minds of consumers, or it will be a wishful thinking. In China, early awareness of some well-known enterprises illustrate this situation, but lagging behind awareness brings practical consequences that, as with too much brand extension, causing scattered enterprise market orientation, so that there will have a conflict with psychological orientation of consumers, leading to some weakening of brand orientation.
(D) Consumer psychological effects to brand
In psychology, (Liu Jianwen, 2001) there are two effects play important roles in the strengthening and weakening to brands. One is the priority effect, that in the cognitive process, the first impression plays a preconceived role. From perspective of brand extension, a certain brand can be easily became synonym of brand's first product. As the presence of priority effect, consumers tend to regard a brand as a particular commodity. Another is the proximate effect, that is recent impression has a profound role to on people’s recognition influence. Since the existence of proximate effect, it is likely to play a role in the consolidation or weakening priority effect. A well-known social psychologist Luchins thought that when certain information in a continuous sense, people always tend to the former message, and with deep impression, priority effect takes effect at that time; and when certain information in a broken continued sense perception, recent effect takes effect at that time.
As for brand extension and consumers psychology effect, from the relationship between the two effects, proximate effect plays a role of consolidation, maintenance, deny, modification or adjustment to priority effect, creating a new brand overall impression to business owners. Revised master brand image, in turn, promote or hinder the sales of new and old products. There are two specific situations:
When the two effects with cohesion, that is to say, original brand effect formed from priority effect is uniform with new concept formed from proximate effect, consumers will resonate with products. The role of proximate effect takes strengthened brand awareness, enhance consumer satisfaction and trust, and promote product sales.
When two effects are inconsistent or even with violent conflict, original brand image in the minds of consumers will be fuzzy, diluted, leading to consumers’ poor psychological association, it will hinder the sale of products, then effect brand extension will turn out to be bad.
(Zhang Weiying, 2005), a brand name become a substitute in the minds of consumers, if a enterprise can enter into consumer's mind in the first place, then this brand will give customers a deep impression and impact under the influence of priority effects that what we mentioned in the previous chapter, and the brand can easily become synonymous of product category. But in the case of brand extension, there has been consumers’ ‘proximate effect.’ When extending products was influenced by continuous original brand, this brand is strengthen