ISSN : 1229-8778
본 연구는 브랜드관계의 질(BRQ)과 모브랜드-확장제품간 유사성이 브랜드확장평가에 영향을 미치는데 있어 브랜드 컨셉이 어떠한 조절적 영향을 미치는지를 살펴보고자 하였다. 비유사확장일때 고BRQ집단이 저BRQ집단보다 더 우호적 확장평가를 함(이하, BRQ효과)을 보여준 이전 연구에서 확장하여, 이러한 BRQ효과 발생의 제한적 조건(boundary condition)으로 브랜드컨셉을 적용하고자 하였다. 본 연구는 2(브랜드컨셉: 기능적/상징적) × 2(BRQ수준: 고/저) × 2(유사성수준: 유사/비유사)의 실험 디자인을 설계하여, 비유사확장 상황에서 BRQ고/저집단 간에 확장평가 차이가 나타나는지를 살펴보고, 이것이 브랜드컨셉에 의해 조절되는 지를 살펴보고자 하였다. 실험결과, 기능컨셉 브랜드의 비유사확장에서는 BRQ가 높은 집단의 확장평가가 낮은 집단보다 더 우호적으로 나타났지만(BRQ효과가 나타났지만), 상징컨셉 브랜드의 비유사확장 평가에서는 BRQ고/저 집단간에 차이가 없이 우호적으로 나타남에 따라 BRQ효과가 사라지는 결과를 보여주었다.
This research addressed the moderating role of brand concept in the influence of parent-extension similarity and BRQ level on brand extension evaluation. We predicted brand concept type as a boundary condition of BRQ effect which was explained that high BRQ subjects evaluate more positively toward dissimilar extension than low BRQ subjects, which has been shown by a few prior researches. We made 2(brand concept type: functional/symbolic) × 2(BRQ level: high/low) × 2(similarity level: high/low) between subjects experimental design in order to find that there is significant difference of extension evaluations between high BRQ group and low BRQ group when they encounter dissimilar extension. The result of experiment demonstrated that high BRQ subjects evaluated more positively than low BRQ subjects when they were exposed to a dissimilar extension of functional concept brand(BRQ effect was found), but there was no difference of extension evaluations between high BRQ group and low BRQ group when they were exposed to a dissimilar extension of symbolic concept brand(BRQ effect was not found).
여준상 ; 고성현 ; 김영조, (2006) BRQ수준과 점포유형이 서비스실패에 대한 소비자 반응에 미치는 영향, 마케팅논집(Journal of Marketing Studies)
고성현, (2007) 모브랜드-확장제품간 유사성이 브랜드확장 평가에 형향을 미치는데 있어 BRQ의 조절효과, 경영연구
박은아 ; 성영신 ; 김태형 ; 강정석, (2004) 소비자-브랜드 관계가 확장된 브랜드 평가에 미치는 영향, 소비자학연구
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