본문 바로가기
KERD
논문KCI 등재

동일범주 상표들을 여러 제품범주들로 상표를 확장할 때 구매의도에 영향을 미치는 요인들

Factors Influencing upon Purchase Intension on Extending Brands In Same Category to Different Product Categories

이성철
한국기업경영학회 (Korean Corporation Management Association)|2012.10|기업경영연구 (Korean Corporation Management Review)|제19권 제5호|pp. 115-131

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

전형성TypicalityDominance현저성Concept SimilarityBrand ExtensionSalienceFeature SimilarityGoal Similarity상표 연장동일범주속성유사성개념유사성사용유사성Usage Similarity
주제분류경영학

초록

본 연구에서는 동일제품범주에 있는 여러 상표들을 여러 다른 제품범주에 동시에 상표를 확장하였을 때에 상표확장의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 및 목표유사성이 확장상품의 구매의도에 어떤 영향을 미치며, 상표연상의 전형성, 현저성 그리고 지배성이 확장상품의 구매의도에 어떤 영향을 미치 는지를 알아보고자 하였다. 그리하여 확장상품의 구매의도에 대해 적합성 요소들과 상표연상들을 회귀분석 하였다. 본 연구에서 나타난 주된 결과는 다음과 같다. 첫째, 회귀분석 결과에서 상표연상의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 그리고 목표유사성들이 확장상품의 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한 상표연상들은 지배성을 제외하고 전형성과 현저성이 확장상품의 구매의도에 정적으로 유의하게 영향을 미치는 것으로 나타났다. 둘째, 상표확장의 적합성 요소들과 상표연상들 가운데에서 개념유사 성이 확장상품의 구매의도에 가장 많은 영향을 미치는 것으로 나타났다. 그 외 속성유사성, 사용유사성 및 목표 유사성은 거의 동일한 수준으로 확장상품의 구매의도에 영향을 미치는 것으로 나타났으며, 상표연상의 전형성 보다 상표연상의 현저성이 확장상품의 구매의도에 더 많은 영향을 미치는 것으로 나타났다. 셋째, 다차원척도 분석에서 확장상품의 구매의도와 개념유사성이 거의 일치하는 것으로 나타났다. 다차원척도분석에서 여러 확장상품들은 적합성 요소들과 구매의도에서 각기 다른 위치를 차지하는 것으로 나타났다

Abstract

This study is mainly focused on brand extension elements. This study is classify brand extension elements into brand associations (brand typicality, brand salience and brand dominance) and extension fitness (features similarity, usage similarity, concept similarity and goal similarity). This study investigated effects of brand fitness elements and brand associations on purchase intention of extension products. The main results of this study is following. First, the extension fitness elements (feature similarity, usage similarity, concept similarity and goal similarity) have influenced significantly on purchase intention of extension products. And typicality and salience of brand associations have influence significantly on purchase intension of extension products, but dominance of brand associations have not influence significantly on purchase intension of extension products. Second, brand concept similarity have the most influence on the purchase intention of extension products. Feature similarity, usage similarity and goal similarity have influenced almost equally on purchase intension of extension products. And typicality of brand associations have more influence than salience of brand associations on purchase intension of extension products. Third, Brand concept consistency have the same vector with extension products purchase intention in MDS analysis. Fourth, the brands used in this paper are much popular so maybe consumers think extension products are real existence. If it is real the results are too much reflect mother brand power. In past papers presented significant difference of interaction effects of feature similarity and concept consistency, feature similarity and goal congruency and concept consistency and goal congruency on brand extension. Feature similarity affected more low concept consistency than high concept consistency on purchase intention of brand extension. Also, feature similarity affected more low goal congruency than high goal congruency on purchase intention of brand extension. But concept consistency affected more high goal congruency than low goal congruency on purchase intention of brand extension. And in the other view point, as past paper, participants did not present significant difference in purchase intension of brand extension according to degrees of feature similarity, concept consistency and goal congruency. Concept consistency did not affect on purchase intention of brand extension in low goal congruency. Concept consistency affected on purchase intention of low feature similarity but did not affect on purchase intention of high feature similarity in high goal congruency. Feature similarity did not affect on purchase intention under high concept consistency and high goal congruency. Goal congruency facilitated more concept consistency than feature similarity in brand extension. Finally we have similar research and papers. But the results are don't have same or similar result. Besides a certain paper show reversw result. So we have to fulfill following research in these themes. After making and controlled result, the papers about brand extension are more useful and worth.

참고문헌 (47)

  1. Aaker, D.A., "Managing brand equity:Caprtalizing on the value of a brand name" (1991), The Free Press
  2. Aaker, D.A., "Consumer evaluations of brand extensions", Journal of marketing, 54, pp.27~41 (1990)
  3. Ahluwalia, R., "The effects of extensions on the family brand name:An accessibility-diagnosticity perspective", Journal of consumer research, 27, pp.371~381 (2000)
  4. Alba, J.W., "Memory and decision making in handbook of consumer behavior", pp.1~49 (1991), Prenrice Hall
  5. Austin, J.T., "Goal constructs in psychology:Structure, Process and Content", Psychological Bulletin, 120(3), pp.338~375 (1996)
  6. Barrett, J., "Consumer perceptions of brand extensions:Generalizing Aaker and keller's model", Journal of empirical generalizations in marketing science, 4, pp.1~21 (1999)
  7. Barsalou, L.W., "Deriving categories to achieve goals in the psychology of learning and motivation, In Advances in research and theory", pp.27~ (1983), Academic Press
  8. Biush, D.M., "A Process tracing study of brand extension evaluations", Journal of markting research, 28, pp.16~28 (1991)
  9. Boush, D.M., "Affect generalization to similar and dissimilar brand extension", Journal of marketing research, 28, pp.16~28 (1987)
  10. Bridges, S., "A Schema unification model of brand extensions", pp.92~123 (1992), Marketing science institute
  11. Bridges, S., "Communication strategies for brand extensions:Enhancing perceived fit by establishing explanatory links", Journal of advertising, 29(4), pp.1~11 (2000)
  12. Broniarcyzk, S.M., "The importance of the brand in brand extension", Journal of marketing research, 31, pp.214~228 (1994)
  13. Chakravarti, D., "Product category perceotions, elaborative peocessing and brand name extension strategies, Advances in consumer research, 17", pp.910~916 (1990), Association for consumer research
  14. Chen, J., "Adoption of new brands from multi-branding firms by chinese consumers", Journal of european marketing, 12(1), pp.63~77 (2002)
  15. Collins, A.M., "A Spreading activation theory of sematic processing", Psychological review, 82, pp.407~428 (1975)
  16. Farqyhar, P.H., "A relation model for category extensions fo brands", Advances in consumer research, 17, pp.856~860 (1990)
  17. Fazio, R., "On the power and functionality of attitudes:The role of attitude accessibility, in attitude structure and function", pp.153~180 (1989), Lawrence Ertbaum Associates
  18. Fiske, S.T., "Social cognition" (1984), Addison-Wesley
  19. Hem, L., "Factors influencing successful brand extensions", Journal of marketing management, 19(7-8), pp.781~806 (2003)
  20. Herr, P.M., "Impact of dominance and relatedness on brand extensions", Journal of consumer psychology, 5(2), pp.135~159 (1996)
  21. Huffman, C., "Goal-Oriented experience and the development of knowledge", Journal of consumer research, 20(2), pp.190~207 (1993)
  22. Johnson, M.D., "Comparability and hierarchical processing in multi-altemative choice", Journal of consumer research, 15(3), pp.303~314 (1988)
  23. Keller, K.L., "Conceptualizing, measuring, and managing customer-based brand equity", Journal of marketing, 57, pp.1~22 (1993)
  24. Keller, K.L., "Strategic brand management" (1998), Prentice Hall
  25. Keller, K.L., "The effects of sequential introduction of brand extensions", Journal of marketing research, 25, pp.35~50 (1992)
  26. Managing the corporate brand:The effects of corporate marketing activity on consumer evaluations of brand extensions, "Keller, K.L.", Marketing science insrititute, ~, pp.Working paper report no. 97-106 (1997)
  27. Lane, V.R., "The impact of Ad repetition and Ad content on consumer perceptions of incongruent extensions", Journal of marketing, 64, pp.80~91 (2000)
  28. Loken, B., "Alternative approaches to understanding the determinants of typicality", Journal of consumer research, 17, pp.111~126 (1990)
  29. Lynch, J.G. Jr., "Memory and attentional factors in consumer choice:Conecpts and research methods", Journal of consumer research, 9, pp.18~37 (1982)
  30. Martin, I.M., "The differential impact of goal congruency on attitudes, Intentions and the transfer of brand equity", Journal of marketing research, 38, pp.471~484 (2001)
  31. Martin, I.M., "Exteding brand equity:The role of goal congruence, Progress in economics research" (2004), Nava Science Publishers
  32. Medin, D.L., "Category cohesiveness, theories anad cognitive archaeology in concepts and conceptual development:Ecological and intellectual factors in categorization", pp.25~62 (1987), Cambridge University Press
  33. Morrin, M., "The impact of brand extenstions on parent brand memory structures and retrueval processes", Journal of marketing research, 36, pp.517~525 (1999)
  34. Murphy, G., "The role of theories in conceptual coherence", Psychological review, 92(3), pp.289~316 (1985)
  35. Nedungadi, P., "The prototypicality of brands:Relationships with brand awareness, preference, and usage, In Advances in consumer research", pp.498~503 (1986), Association for consumer research
  36. Park, C.W., "Strategic brand conecpt-Image management", Journal of marketing, 50, pp.135~145 (1986)
  37. Park, C.W., "Evaluation of brand extensions:The role of product feature similarity and brnad concept consistency", Journal of consumer research, 18, pp.185~193 (1991)
  38. Ratneshwar, S., "Goal-derived categories and the antecedents of across-category consideration", Journal of consumer research, 23(3), pp.240~250 (1996)
  39. Ratneshwar, S., "Substitution in use and the role of usage context in product category structures", Journal of marketing reaearch, 28, pp.281~295 (1991)
  40. Romaniuk, J., "Conceptualizing and measuring brand", salience marketing theory, 4(4), pp.327~342 (2004)
  41. Romeo, J.B., "The effect of negative information on the evaluations of brand extesions and the family brand", Advances in consumer research, 18, pp.399~406 (1991)
  42. Ruyter, K. de, "The role of corporate image and extension similarity in service brand extensions", Journal of economic psychology, 21, pp.639~659 (2000)
  43. Shocker, A.D., "Determining the competitive structure of product-markets:Practices, issues, and suggestions", Journal of managerial issues, 2, pp.127~159 (1990)
  44. A model of consumer evaluation of brand extensions, "Shobha, G.", ~ (1998)
  45. Smith, D.C., "The effect of brand extesions on market share and advertising efficiency", Journal of marketing research, 29, pp.296~313 (1992)
  46. Taylor, V.A., "The effects of price on brand extension evaluations:The moderating role of extension similarity", Journal of the academy of markteting science, 30(2), pp.131~140 (2002)
  47. White, A., "The boundaries of the diana brnad:Consumers' evaluations of potential extensions", Kingston University occasional paper series, 37 (1999)

관련 논문AI추천

상표확장이 구매의도에 미치는 영향에 관한 연구이성철, 허남일한국기업경영학회 · 기업경영연구2007 · 제14권 제2호동일제품범주 상표들의 특성유사성, 개념일치성 및 목표합치성이 상표확장에 미치는 영향이성철, 허남일한국상업경영학회 · 상업경영연구2007 · 제16권 모브랜드 태도가 브랜드확장 제품의 시용의도에 미치는 영향과 지각된 유사성과 모브랜드 소비경험의 조절역할박지연중소기업융합학회 · 융합정보논문지2019 · 제9권 제4호브랜드 부적합 확장 시 소비자의 사전지식에 따른 구매의도에 관한 연구간형식, 김도연, 류정혜한국상품학회 · 상품학연구2016 · 제34권 제4호브랜드컨셉, BRQ, 모브랜드-확장제품간 유사성이 확장제품 평가에 미치는 영향고성현, 여준상한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2008 · 제9권 제3호제품군 확장에 대한 소비자 평가: 기업명성의 조절효과장영혜한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2015 · 제23권 제3호

이 간행물의 다른 논문 (14건)

투기적 외국자본이 기업가치에 미치는 영향조현우, 김원신pp. 1-16한국 기업경영학의 연구동향천만봉, 김신pp. 17-41계열사의 성과에 대한 통합적 논의: 환경불확실성, 자원보유수준 및 사업부 간 자원관련성의 성과함의박경미pp. 43-58사업에 대한 태도와 실패에 대한 두려움이 창업의욕에 미치는 영향하규수pp. 59-74서비스 분위기의 선행요인과 결과요인에 관한 연구: 조직동일시의 조절효과를 중심으로정연승, 변찬복, 김호일pp. 75-95
원문 보기