品牌扩展策略对消费者购买意愿的影响

摘要

品牌扩展是企业实现市场增长和品牌影响力扩大的重要战略手段。然而，品牌扩展策略可能会对消费者的购买意愿产生负面影响，如品牌信任的破坏、品牌形象的模糊和品质性能的贬值。为了应对这些影响，品牌应保持一致性、加强沟通和保证产品质量和创新。这些对策有助于维护消费者的信任和忠诚度，提升他们的购买意愿。

关键词：品牌扩展、消费者购买意愿、品牌信任、品牌形象、产品质量。

Brand expansion is an important strategic approach for companies to achieve market growth and expand brand influence. However, brand expansion strategies may have a negative impact on consumers' willingness to purchase, such as undermining brand trust, blurring brand image, and diminishing product quality and performance. To address these impacts, brands should maintain consistency, enhance communication, and ensure product quality and innovation. These measures help maintain consumer trust and loyalty, thereby increasing their willingness to purchase.

Keywords: Brand expansion, consumer purchase intention, brand trust, brand image, product quality.

一、引言

二、相关概念介绍

1、品牌扩展概述

2、消费者购买意愿与品牌扩展策略的关系

三、品牌扩展策略对消费者购买意愿的影响

1、品牌信任的破坏

2、品牌形象的模糊

3、品质和性能的贬值

四、品牌扩展策略对消费者购买意愿影响的对策

1、保持品牌一致性

2、加强品牌沟通