브랜드확장이 모브랜드 평가에 미치는 영향 - 적합성, 광고유형 및 브랜드컨셉을 중심으로

초록

Most of the previous research about brand extensions is dominated by the study that is focused on the evaluation of extended brand. In the side of that brand extensions influences on not only extended brand but also parent brand, however, the fact that brand extensions affects equity of established parent brand should be carefully considered in term of strategy. In this study, according to the fit on brand extensions, that ad strategy of extended brand and brand concept type of parent brand effects on parent brand evaluation is looked through empirical study in term of evaluation of brand attitude, and purchase intention. The results of this study are as in the following. First, for brand extensions, the main effect of fit about parent brand evaluation on brand attitude side is ascertained. Second, parent brand evaluation is effective for relational ad in the case of prestige and elaborational ad in the case of functional brand. Third, unfit extension of symbolic brand than functional brand causes more negative parent brand value evaluation. Fourth, in the purchase intention evaluation, there is little evaluation difference through brand concept in the case of appropriate extension, but functional brand arouses more negative evaluation than symbolic brand in the case of unfit extension. Previous researches on brand extension have focused mainly on the evaluation of extended brand. on the other hand, this research has been scientifically and practically discussed with the aspect of observe the feedback effect about the parent brand.

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