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모 브랜드의 적합도와 품질이 확장 브랜드 평가에 미치는 영향: 선발 대 후발 진입의 맥락에서

The Influences of the Fit and Quality of Parent Brand on Extended Brand Evaluation: In the Context of Pioneer and Follower Brands

김장현|이학식
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2010.09|상품학연구 (Journal of Product Research)|제28권 제5호|pp. 109-124|DOI 10.36345/kacst.2010.28.5.011

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참고문헌

키워드

브랜드 확장brand extension후발 브랜드선발 브랜드order of entry진입 순서pioneer brandfollower brand
주제분류경영학

초록

브랜드 확장과 관련하여 기존에 수행된 연구들은 성공적인 브랜드 확장을 위해 필요한 전략적 방안을 제시해 준다는 점에서 의의가 있으나, 대부분의 연구들이 실제 브랜드가 처한 상황, 즉 브랜드 간의 경쟁에 대해서는 주의를 기울이지 못하고 있다는 점에서 한계를 갖는다. 본 연구는 브랜드 확장 연구에 경쟁 맥락을 적용하기 위해 브랜드의 시장 진입 순서를 도입하여 두 개의 실험을 수행하였다. 연구 1에서는 선발/후발 브랜드의 적합도에 따른 후발 브랜드 평가의 차이에 대해, 그리고 연구 2에서는 모 브랜드 품질과 적합도가 확장 브랜드 평가에 미치는 영향이 시장 진입 순서에 따라 달라지는지를 조사하였다. 자료수집을 위해 대학생 피실험자들에게 브랜드 확장에 관한 실험용 신문 기사를 읽은 다음 설문지에 응답하도록 하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 후발 브랜드에 대한 평가는 선발 브랜드의 적합도와 후발 브랜드의 적합도에 따라 달라진다. 즉 선발 브랜드의 적합도가 낮을 때 후발 브랜드가 높은 적합도를 갖는 경우 가장 높은 평가를(적합도 효과+긍정적 대조효과), 그 다음은 선발 브랜드의 적합도가 높을 때 후발 브랜드가 높은 적합도를 갖는 경우(적합도 효과), 선발 브랜드의 적합도가 낮을 때 후발 브랜드가 낮은 적합도를 갖는 경우의 순이며(적합도 효과), 끝으로 선발 브랜드의 적합도가 높을 때 후발 브랜드가 낮은 적합도를 갖는 경우(적합도 효과+부정적 대조효과) 가장 낮게 평가되는 것으로 나타났다. 둘째, 후발 브랜드 평가는 선발 브랜드의 적합도보다 후발 브랜드 자체의 적합도로부터 더 큰 영향을 받는다. 셋째, 모 브랜드의 적합도가 확장 브랜드 평가에 미치는 영향은 후발 브랜드(vs. 선발 브랜드)의 경우 더 크며, 반면 모 브랜드 품질이 확장 브랜드 평가에 미치는 영향은 선발 브랜드(vs. 후발 브랜드)의 경우 더 큰 것으로 나타났다.

Abstract

The extant studies on brand extension suggest strategic implications required for successful brand extensions. However, most of those studies do not pay attention to the actual situation where real brands exist, which is a competitive context. In order to apply competitive context to the brand extension study, the present research employed 'order of entry.' This research was organized as two studies. Study 1 examined the influences of relative fit of pioneer/follower brands on the evaluation of the follower extended brand. Study 2 investigated how the order of entry moderates the impact of parent brand's quality and fit on the evaluation of extended brand. In each study, student subjects were asked to read an experimental newspaper article containing a news on brand extension and were asked to answer the questionnaires. The results appeared as hypothesized. First, the evaluation of follower extended brand varied with the fit of pioneer brand and follower brand. Specifically, the evaluation of follower extended brand was highest in the case where pioneer brand's fit was low and follower brand's fit was high (fit effect + positive contrast effect). Then it was second highest in the case where both brands' fit was high (fit effect). It was third highest in the case that both brands' fit was low (fit effect). Finally, it was lowest in the case where pioneer brand's fit was high and follower brand's fit was low (fit effect + negative contrast effect). Second, the evaluation of follower extended brand was influenced by the fit of follower brand itself more than the fit of pioneer brand. Finally, the influence of parent brand's fit on the evaluation of extended brand was greater in the case of follower brand (vs. pioneer brand). In contrast, the influence of parent brand's quality on the evaluation of extended brand was greater in the case of pioneer brand (vs. follower brand).

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