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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.
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참고문헌 (46)
참고문헌 신청
Aaker,D.A / 1991 / Managing brand equity: Capitalizing on the value of a brand name / The Free Press
Aaker, D. A / 1990 / Consumer evaluations of brand extension / Journal of Marketing 54:27~41
Aaker,J / 1997 / Dimension of brand personality / Journal of Marketing Reserch 34:347~357
Ahn, K. H / 1997 / Brand power / KPI Publishing Co
Blackston,A / 1993 / Beyond brand personality: Building brand relationship in Brand equity and advertising: Advertising role in building strong brands / Erlbaum :113~124
Aaker, D. A / 1990 / Consumer evaluations of brand extension / Journal of Marketing 54:27~41
Aaker,J / 1997 / Dimension of brand personality / Journal of Marketing Reserch 34:347~357
Ahn, K. H / 1997 / Brand power / KPI Publishing Co
Blackston,A / 1993 / Beyond brand personality: Building brand relationship in Brand equity and advertising: Advertising role in building strong brands / Erlbaum :113~124
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