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ISSN : 1229-8778
This research addressed the interactive influences of regulatory focus, difficulty of making extension, and parent-extension similarity on brand extension evaluation. We tried to develop Yeo(2006)' s research which had shown the moderating role of parent-extension similarity in making difficulty effects issued by Aaker & Keller(1990). Specifically, we predicted the moderating role of regulatory focus in effects of parent-extension similarity and difficulty of making extension on brand extension evaluation. In prevention focus, subjects will evaluate more negatively toward the dissimilar extension, especially high difficult- dissimilar extension. In promotion condition, however, subjects will evaluate less negatively toward the dissimilar extension, especially the negativity on difficult-dissimilar extension attenuated highly. We made a 2(regulatory focus: prevention/promotion) × 2(similarity: similar/dissimilar) × 2(difficulty of making extension: high/low) between subjects design in order to take a empirical test. A three-way ANOVA supported our predictions and related implications were discussed.
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