심미적 브랜드의 디드로 효과 - 심미적 브랜드의 종속제품 확장범위 비교 연구 -

초록

A brand accessory strategy entails the introduction of accessories that can be used in conjunction with the base product. Providing brand accessories is one strategy for maintaining desired levels of stimulation while controlling sensory satiation. Brand accessories are formed by adding new attributes to an existing base product. In this research, brand accessories are defined as appendages that add new attributes. The purpose of this research is to examine the effects of an aesthetic brand on intentions to purchase brand accessories. This research empirically tests the relationships between the aesthetic brand and brand accessories evaluation, while exploring the moderating role of functional complementarity and seeking a variety sensation. On the basis of three empirical studies, the author shows the implications of an aesthetic brand accessory strategy. First, the results of study 1 show that participants have a positive and significant influence on brand accessories purchase intentions when the base brand aesthetic is high. Additionally, an author tests the moderating role of functional complementarity between base products and accessories. The results show that aesthetic brands resulted in greater purchase intentions than non-aesthetic brands when the functional complementarity level is at least somewhat related. Study 2 tests the relationships between the aesthetic brand and brand accessories purchase intentions while exploring the moderating role of functional complementarity and sensation seeking. Results suggest that the high sensation seekers are more likely to buy more accessories in the context of moderate functional complementarity. These results also revealed that when higher sensation seekers acquired the aesthetic brand, they were motivated to buy additional accessories. Futhermore, the author found sensation pleasure was mediated the relationship between brand aesthetics and brand accessories purchase intentions. Taken together, the findings of this research suggest the importance of a brand strategy focused on aesthetics. Finally, practical implications for further research are suggested.

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