모 브랜드-일치성이 확장브랜드에 대한 태도에 미치는 영향

• 영문명: The Effects of The Parent Brand-Congruity on the Attitude to Expanded Brand
• 발행기관: 한국유통과학회
• 저자명: Min Jung Kang(강민정) Hee Joong Hwang(황희중)
• 간행물 정보: 『유통과학연구(JDS)』제17권 제2호, 77~89쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.02.28

영문 초록

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand –functional congruity, perceived fit between parent brand and extension product, and consumer’s attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer’s attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer’s attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer’s attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach s α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self ima

목차

1. 서론

2. 선행연구 고찰

3. 가설과 연구모형

4. 연구방법론

5. 연구결과

References

키워드

The Parent Band-Self Image Congruity The Parent Brand-Functionality Congruity Perceived fit between ParentBrand and Extended Product Consumer Involvement Consumer Attitude toward Extended Product