디지털 컨버전스 제품의 브랜드 확장 전략이 브랜드 이미지에 미치는 영향 - 아이리버 MP3 플레이어의 확장을 중심으로 -
The Effect of Brand Extension Strategies of Digital Convergence Products upon Brand Image - Focused on Brand Extension of Iriver MP3 Player -
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초록
본 연구에서는 디지털 컨버전스 제품으로 확장된 브랜드의 이미지에 대하여 긍정적으로 혹은 부정적으로 느끼게 되는 이유를 규명하기 위해, 확장된 브랜드의 이미지에 영향을 미치는 요인들은 어떤 것들이 있는가를 살펴보고, 그 과정에서 소비자의 혁신성의 조절효과를 실증해 보고자 하였다. 연구 결과, 디지털 컨버전스 제품으로 브랜드 확장을 할 때, 모브랜드에 대한 지각된 품질 수준이 높을수록, 소비자가 지각한 제품간의 적합성이 높을수록, 브랜드 확장 자체에 대한 소비자의 태도가 긍정적 일수록, 확장된 브랜드에 대한 이미지가 좋아진다는 결과를 얻었다. 또한 지각된 적합성이 확장된 브랜드 이미지에 미치는 영향 정도가 혁신성향이 낮은 그룹에서 높은 그룹보다 상대적으로 크게 나타남을 알 수 있었다. 본 연구는 디지털 컨버전스 제품의 브랜드 확장 전략에 소비자의 혁신성이 조절적 역할을 한다는 것을 확인한 이론적인 의의와 혁신성향을 기준으로 한 고객 세분화를 통해 브랜드 확장을 위한 차별적인 브랜드 전략 수립의 필요성을 제공하고 있다는 실무적 의의가 있다.
Abstract
To find out why consumers feel positive or negative towards the products of digital convergence, we want to see what elements affect the image of extended brands. And we also want to find out how the innovativeness of consumers moderates the process. The major findings of this research are as follows. First, the higher the perceived quality of the original brand is, the better the image of extended brands is. Second, the image of extended brands is better when consumers perceive products fit well together. Third, the image of extended brands is better when the consumers' attitudes toward the brand extension is positive. Fourth, the degree of effect which the perceived fit between the two product categories - the product category of the original brand and of the extended brand - have on the image of extended brand is relatively high with the group of higher innovativeness. Therefore, in order to extend brands successfully, the perceived quality of the original brand, the familiarity of the original brand, the perceived fit between the product categories of the original brand and the extended brand, the consumers' attitude towards the brand extension, and the innovativeness of consumers are important factors. Also, it may be necessary to segment consumers by their innovativeness and build different brand strategies for each market when extending brands.
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