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ISSN : 1229-8778
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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