衣類 製品 브랜드 擴張時 母브랜드의 影響에 關한 硏究

Abstract

This study is about the effect of original brand on the evaluation of extended brand in the policy of anenterprises extending its brand. More specifically, this study investigated to see whether the customersattitude toward original brand has effect on an extended brand and the width and similarity extent of thebrand extension affect a brand which is not similar when another brand is extended.The summary of the demonstrative analysis results are as follows:1. If the attitude toward original brand becomes more positive, the evaluation of the extended brandwill become more positive as well.2. If the attitude toward original brand becomes more positive, the width of a brand extension willbecome wider.3. If customers attitude toward a original brand is positive, their attitude toward an extended brandwill be positive as well although the extended brand is not similar to the original brand.This study proved it is possible for brands to be extended from a original brand under the influence of theoriginal brand even though they are weak in their similarity to their original brand unlike the existing theorywhich was skeptical about the extension of a brand which is low in its similarity to its original brand andthat the success of the extension of a brand does not depend upon its similarity to its original brand.