브랜드 컨셉 일치성 및 지각된 품질이 브랜드 확장 평가에 미치는 영향

• 영문명: The Impact of Brand Concept Consistency and Perceived Quality on Consumer valuation: Focused on food-service industry
• 발행기관: 한국외식경영학회
• 저자명: 권봉헌(Kwon Bong Heon) 전정아(Jeon Jeong Ah)
• 간행물 정보: 『외식경영연구』12권 4호, 151~172쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

The major objective of this study is to find out the ways to transfer favorable attitude on the original brand to the extended brand. Specifically, the effect of brand concept consistency on consumers' attitude for extended products was analyzed to uncover effective brand extension strategies. Also, perceived quality of original brand on the relationship between brand concept consistency and consumer attitude toward the brand extension were analyzed. To accomplish the objectives, an empirical analysis was conducted, using BBQ chicken and Dorimaru as an original brand and an extended brand concepts respectively and 226 samples of food-service customer who acknowledge the brands were chosen. The major findings of this study are as follows; First, the consistency between the original and extended brand concepts has a positive effect on the consumer attitude toward the extended brand. Second, the perceived quality of original brand has a positive effect on the consumer attitude toward the extended brand. Third, the perceived quality of original brand has a moderating effect on the relationship between brand concept consistency and consumer attitude.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Brand extension Concept consistency Perceived quality