Abstract: During brand extension of high-tech brand, the technology consistency between products of parent brand and the extension product is not always effective. Brand type and brand loyalty play a moderate role in the effect of technology consistency on brand extension. Through literature review, questionnaires and scales, this paper did statistical analysis based on the experimental data. The results indicated that: for integrated oriented high-tech brand, regardless of the level of brand loyalty of consumers, there is no difference between the evaluation of technology moderately inconsistent extension product and technology consistent extension product; for functional oriented high-tech brand, compared to brand type, brand loyalty plays a more important role. When consumers have high brand loyalty, their evaluation of the technology moderately inconsistent extension product and technology consistent extension product are no difference; when consumers have low brand loyalty, their evaluation of the extension products will depend on the consistent level of the technology between parent brand products and extension products.

Key words: high-tech brand, technology consistency, integration-oriented brand, function-oriented brand, brand loyalty