시간적 거리를 이용한 브랜드 확장 전략이 확장제품의 평가에 미치는 영향
Effects of Brand Extension Using a Temporal Distance on Evaluation toward Extended Product
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초록
본 연구는 시간적 거리를 이용한 브랜드 확장 전략이 확장제품의 평가에 미치는 영향을 살펴보고자 진행하였다. 즉, 브랜드 확장의 시점을 가까운 미래로 제시하는 경우와 먼 미래로 제시하는 경우를 구분하여 확장제품의 평가를 비교하였다. 연구결과, 브랜드 확장의 시점을 가까운 미래로 제시하는 경우, 비유사 확장에 비해 유사 확장의 확장제품 평가가 더욱 긍정적이었다. 그러나 브랜드 확장의 시점을 먼 미래로 제시하는 경우, 유사 확장의 확장제품 평가와 비유사 확장의 확장제품 평가 간에는 차이가 없었다.
Abstract
The present research explores effects on brand extension using a temporal distance. Specifically, the purpose of this study is to investigate the effects of temporal distance(near vs. distant) on evaluation toward extended product. Especially prior researches tend to focus on only near condition. However, this research would focus not only on near but also on distant. Our major hypothesis is that consumers would perceive dissimilar brand extension as desirable when distant preannouncing about brand extension. This suggestion is not consist with prior researches that dissimilar extension would be quite possibility of failure.This study carried out 2 experiments. As a results, distant is more effective than near in case of dissimilar brand extension. However, there is no significant about attitude toward extended product in case of similar brand extension.
참고문헌 (30)
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