当今营销活动中,品牌延伸是一种常见的策略,本文针对于影响品牌延伸评价的外部因素,围绕消费者性心理状态以及性别差异进行研究。对于顾客对品牌延伸评价来说,性心理状态由于会增强顾客的创造力而成为一个关键性的因素,而性别的差异也很显著。 In today’s marketing activities, brand extension is a common strategy. This article focuses on the external factors that influence the brand extension evaluation, and studies the consumer psychological status and gender differences. For customers to evaluate the extension of the brand, the psychological state of mind becomes a key factor because it enhances the creativity of customers, and the gender differences are also significant.