브랜드확장 광고전략이 소비자의 대응확장제품 평가에 미치는 영향

• 영문명: The Influence of Brand Extension Advertising Strategy on Consumer s Evaluation of Counterextension Product
• 발행기관: 한국무역연구원
• 저자명: 허종호(Jong-Ho Huh)
• 간행물 정보: 『무역연구』제10권 제2호, 913~934쪽, 전체 21쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

In this article, the author investigates the influence of advertising strategies of brand extension on the evaluation of brand counterextension product. The results are as follows. First, consumers are more favorable towards brand counterextension product when the previous brand extension is a success in relational advertising condition than elaborational advertising condition. Also, consumers are more unfavorable towards brand counterextension product when the previous brand extension is a failure in relational advertising condition than elaborational advertising condition. Second, in the case of the previous brand extension is a success, consumers evaluate favorably brand counterextension product in relational advertising condition than elaborational advertising condition. On the other hand, in the case of the previous brand extension is a failure, consumers evaluate favorably brand counterextension product in elaborational advertising condition than relational advertising condition. Based on these findings, theoretical and managerial implications, limitations, and future research directions are discussed.

목차

Abstract

Ⅰ. 서론

Ⅱ. 선행 연구

Ⅲ. 실험 1

Ⅳ. 실험 2

Ⅴ. 결론 및 논의

참고문헌

키워드

Brand Extension Brand Counterextension Elaborational Advertising Relational Advertising Consumer s Evaluation