브랜드 확장 연구에서 모브랜드의 광고 크리에이티브의 역할의 중요성에도 불구하고 이를 규명한 연구는 찾아보기 어렵다. 본 연구의 목적은 브랜드 확장 시에 확장브랜드에 대한 평가에서 시간적 거리의 영향과 함께 모브랜드 광고표현의 기대불일치성의 조절적 역할을 규명하는 것이다. 이를 위해 대학생을 대상으로 2(브랜드확장 적합성: 적합, 부적합) x 2(시간거리: 가까운 미래, 먼 미래) x 2(광고 기대불일치 정도: 높음, 낮음) 피험자 간 실험을 하였다. 분석결과, 시간적 거리가 가까울 때에는 부적합확장에 비해 적합확장에 대한 태도가 긍정적이었지만 시간적 거리가 먼 미래일 때에는 적합확장과 부적합확장 간에는 태도의 차이가 없었다. 모브랜드 광고유형의 기대불일치성의 효과가 나타났는데, 광고표현의 기대불일치성이 높을 때는 낮을 때에 비해 전반적으로 확장브랜드에 대한 태도가 더 높았다. 나아가 광고표현의 기대불일치성의 조절효과를 발견할 수 있었다. 모브랜드 광고표현의 기대불일치성이 낮을 때는 가까운 미래에서는 적합확장이 부적합확장에 비해 평가가 긍정적이지만 먼 미래에서는 적합확장과 부적합확장에 대한 태도는 차이가 없었다. 하지만 모브랜드 광고표현의 기대불일치성이 높을 때는 시간적 거리가 가깝다 하더라도 적합확장과 부적합확장에 대한 태도는 차이가 없었다. 결과를 바탕으로 시사점과 향후 연구에 대해 논의하였다.
No research has attempted to find out the role of advertisement creative in brand extensions. This research is interested in clarifying the moderating role of expectancy incongruency of parent brand’s advertising in the attitudes toward brand extensions by temporal distance. Results show that when temporal distance was near future congruent brand extension was preferred to incongruent brand extension. However, when temporal distance was far from present time no difference was found in attitudes toward brand extensions. Parent brand’s advertising incongruency contributed to favorable attitudes toward brand extensions overall and moderated the effect of temporal distance. When incongruency level of advertising was low interaction between temporal distance and type of extensions(congruent, incongruent brand extension) was found. However, no significant difference was found in attitudes toward congruent versus incongruent brand extensions when the level of advertising incongruency was high.
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