open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
The purpose of this study is to, firstly, examine how the negative information of the partner brand that has not been managed in detail in a membership card situation, affects the leading brand, secondly, evaluate which of the two different types of negative information, the information related to the basic attribute or the information related to the peripheral attribute, affects the membership card situation more greatly, and thirdly, examine the controllability of regulating effect of the negative information in connection with the effect of the partner brand from the negative information. Looking at the study results, the leading brand’s attitude has been changed more negatively by the partner brand’s negative information. More specifically, after studying the affect of the changes in the attitude of the leading brand by dividing the partner brand’s negative information into two different types, the leading brand was evaluated more negatively by the basic attribute than the peripheral attribute. Also, after studying the controllability of regulating effect of the leading brand’s negative information, in relation to the effect of the leading brand’s attitude by the type of the partner brand’s negative information, there were two different cases. One, the leading brand stop cooperating with the partner brand and two, the leading brand carrying on cooperating with the partner brand. In the case of one, where the leading brand decides to stop cooperating with the partner brand, the basic attribute affects more negatively and in the case of two, where the leading brand decides that they cannot stop cooperating with the partner brand, there is a small influence on the leading brand no matter the type of the negative information.
김수아 , (2000) 관계마케팅 촉진 수단으로서의 제휴카드 효과 연구,
김지현 , (2003) 제휴마케팅의 부정적 효과에 관한 연구,
김완석, (1997) 광고태도가 상표태도 형성에 영향을 미치는 과정에 대한 상표친숙도의 영향 , 광고연구
김태형 , (2002) 레스토랑 선택 시 영향을 미치는 중요 속성에 관한 연구,
김현경 ; 이문규, (2003) 브랜드 제휴의 유형에 따른 소비자 평가, 경영학연구
성영신, (1998) 소비자 만족/불만족 요인에 관한 연구: 이 요인 이론의 검증과 확장, 한국심리학회지. 산업 및 조직
이문규 ; 김현경, (2002) 온라인 공동마케팅에 대한 소비자 평가: 정보처리이론적 관점, 소비자학연구
이문규, (2001) 서비스 유형과 품질실패 차원에 따른 효과적인 복구전략, 소비자학연구
이정모, (2001) 인지심리학, 학지사
이학식, (1997) 소비자 행동: 마케팅 전략적 접근 , 서울: 법문사
양윤주, (2003) 정보처리동기, 제휴 브랜드 시장지위가 브랜드 희석효과에 미치는 영향에 관한 연구, 경영학연구
코리아 인터넷 닷컴, 제휴 프로그램 & 마케팅 A to Z,
Aaker, D. A. , (1991) Managing Brand Equity , New York: Free Press
Aaker, D. A. , (1990) Consumer Evaluations of Brand Extension, Journal of Marketing
Anderson, N. H, (1965) Averaging vs. Adding as a Stimulus-Combination Rule in Impression Formation, Journal of Experimental Psychology
Bernard L, (1998) Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research
Biter, Mary Jo , (1990) Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, Journal of Marketing
C. Whan Park, (1996) Composite Branding Alliances: An Investigation of Extension and Feedback Effects, Journal of Marketing Research
Folkes, v. s., Susan Koletshy, (1987) A Field Study of Causal Inferences and Consumer Reaction: The View From the Airport, Journal of Consumer Research
Fiske, S. T. , (1980) Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior, Journal of Personality and Social Psychology
Garbarino, (1997) Cognitive Effort, Affect, and Chioce, Journal of Consumer Research
Kelley, H. H, (1972) Attribution in Social interaction, In Attribution: Perceiving the Causes of Behavior, NJ: General Learning Press
Lichtenstein, Donald R, (1990) Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective, Journal of Marketing
Loken, Barbara , (1993) Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?, Journal of Marketing
Osgood, Charles , (1958) The Principle of Congruity in the Prediction of Attitude Change, Psychological Review
Richard J. Lutz, (1977) Integrating Cognitive Structure and Cognitive Response Approaches to Measuring Communication Effects Vol 4, Advances in Consumer Research
Romeo, Jean B, (1991) The Effect of Negative Information on the Evaluations of Brand Extensions and the Family Brand. , Advances in Consumer Research
Schimmack, Ulrich , (1997) Cognitive Process Involves in Similarity Judgements of Emotions, Journal of Personality and Social Psychology
Shirley Taylor, (1995) The Effects of Filled Waiting Time and Service Provider Control over the Delay on Evaluations of Service, Journal of the Academy of Marketing Science