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ISSN : 1229-8778
In provided similarity of extension product and brand image influence on consumer evaluation of vertical brand extension products, viewing relevance theory of brand extension, this study conducted experimental research using real brand. Firstly, showing analyzed results about the effect of technical similarity of extension product on consumer evaluations of vertical brand extension, downward extension product is evaluated more high than upward extension product alike preceding research results in case of small technical similarity extension and is evaluated without difference between of upward and downward extension product in case of big technical similarity. Showing analyzed results about influence of brand image components on consumer evaluations of vertical brand extension according to technical similarity of extension products, in case of big technical similarity extension, upward extension product is influenced larger by functional image and downward extension product is influenced larger by experiential image and symbolic image. In case of small technical similarity extension, under being influenced commonly without difference by experiential image, upward extension product is influenced larger by symbolic image and downward extension product is influenced larger by functional image. This results show the fact that the influence of brand image on consumer evaluation is different according types of extension depending upon vertical extension and technical similarity.
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