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외식기업 브랜드확장 시 지각된 적합성, 소비자-브랜드 관계, 확장브랜드평가의 관계 -기업명성 및 소비자혁신성의 조절역할-

Relationships among Perceived Fit, Consumer-Brand Relationship, and Evaluation of an Expanded Brand in Food Service Brand Extension -The Moderating Effects of Corporate Reputation and Consumer Innovativeness-

전현모|유세란
한국외식산업학회 (The Korean Foodservice Association)|2022.12|한국외식산업학회지 (FoodService Industry Journal)|제18권 제4호|pp. 235-249|DOI 10.22509/kfsa.2022.18.4.016

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참고문헌

키워드

ReputationConsumer-Brand RelationshipPerceived FitConsumer InnovativenessEvaluation of an Expanded BrandCorporateFood service brand extension
주제분류관광학

초록

This study investigates components of perceived fit were categorized into product-level similarity and brand concept consistency to test their structural influences in attitudes in brand extension and consumer-brand relationship. In addition, this study aimed to confirm the moderating effects of corporate reputation and consumer innovativeness on the components of perceived fit and attitudes in brand extension. Data for main research was collected with help of an on-line survey company which conducted surveys on customers in their twenties or older who had experiences with the services of the extended brands of the food service companies(parent brands) suggested in the study, and results of 485 valid samples were analyzed using SPSS 24.0 and AMOS 20.0. The findings were as fellows: First, perceived fit(product-level similarity and brand concept consistency) and consumer-brand relationship were both found to have significantly positive influence in the relationship with attitudes in extended brand. Second, among the components of perceived fit, brand concept consistency was found to have significantly positive (+) influence in consumer-brand relationship. Lastly, it was found that consumer innovativeness had moderating effects in the relationship between perceived fit(product-level similarity and brand concept consistency) and attitudes in extended brand.

Abstract

This study investigates components of perceived fit were categorized into product-level similarity and brand concept consistency to test their structural influences in attitudes in brand extension and consumer-brand relationship. In addition, this study aimed to confirm the moderating effects of corporate reputation and consumer innovativeness on the components of perceived fit and attitudes in brand extension. Data for main research was collected with help of an on-line survey company which conducted surveys on customers in their twenties or older who had experiences with the services of the extended brands of the food service companies(parent brands) suggested in the study, and results of 485 valid samples were analyzed using SPSS 24.0 and AMOS 20.0. The findings were as fellows: First, perceived fit(product-level similarity and brand concept consistency) and consumer-brand relationship were both found to have significantly positive influence in the relationship with attitudes in extended brand. Second, among the components of perceived fit, brand concept consistency was found to have significantly positive (+) influence in consumer-brand relationship. Lastly, it was found that consumer innovativeness had moderating effects in the relationship between perceived fit(product-level similarity and brand concept consistency) and attitudes in extended brand.

참고문헌 (59)

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