브랜드 확장에 따른 가격 전략에 관한 연구
A Study of Pricing Strategy For Brand Extension
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초록
브랜드 확장은 개념적 차원과 효과에 대한 실용적 차원에서 많은 연구들이 이루어져왔으며, 성공적 브랜드 확장을 위한 주요 요인으로 가장 널리 연구되어 온 것이 유사성 개념이라 할 수 있다. 한편, 새로운 카테고리로의 비유사 확장이 활발하게 이루어짐에 따라 확장제품의 모브랜드와의 제조난이도 차이에 따른 확장제품 평가에 대한 연구들도 활발하게 이루어져 왔다. 그러나 브랜드 확장 전략과 관련하여 실무에서 매우 높은 관심을 갖고 있는 가격의 영향력에 대한 연구는 거의 이루어지지 않았다. 본 연구는 브랜드 확장시 확장제품의 모브랜드와의 유사성과 제조난이도를 함께 고려하여 가격전략에 따른 각 변수들 간의 상호작용효과를 통해 확장 제품에 대한 소비자의 제품 평가에 미치는 영향을 살펴보고자 하였다. 분석 결과, 비유사 - 저난이도 확장의 경우 고가 전략을 통해 확장제품에 대한 품질지각과 태도에 가장 긍정적인 영향을 줄 수 있음을 밝혔다. 또한 제조난이도와 확장제품 간 정의 관계가 있다거나, 유사-고난이도의 경우 브랜드 확장 평가가 높게 나타난다는 기존 일부 연구와는 달리, 본 연구에서는 유사-고난이도 상황에서는 확장제품에 대한 품질지각과 태도는 고가전략에서 더 긍정적인 평가를 받기 어려울 수도 있으며, 유사-저난이도의 상황에서 고가전략을 통해 품질지각을 높이는 것이 더 효과적임을 밝히고 있다. 즉, 아무리 유명 브랜드의 유사확장이라도 확장제품의 인지된 제조기술 수준이 높을 경우 가격의 품질연상효과에도 불구하고 소비자의 확장제품에 대한 평가는 신중한 경향을 보일 수 있음을 밝혔다.
Abstract
There are many research focusing on the conceptual dimensions and practical effects of brand extension. For the key factor for successful brand extension the concept of similarity (similar extension & dissimilar extension) has been the most popular. Meanwhile, as more dissimilar extension occurs in the real world, researchers began to have interests in the dimension of manufacturing difficulty (high-difficult extension & low-difficult extension). At the same time, firms are more concerned about how to price the product with brand extension. However, almost all of previous works have not appropriately dealt with this issue of pricing at brand extension. In this study, we focus our interest on the pricing strategy with 2 dimensions of brand extension such as similarity and manufacturing difficulty and investigate its impact on consumer's product evaluations. We find that high-price strategy works most efficient on "dissimilar & low-difficult" extension with a significantly positive effect on the perceived quality and attitude. Unlike the previous literature, we also find that high-price strategy cannot be a good option for "similar & high difficult" extension and suggest that high-price strategy can be effective with the "similar & low-difficult" extension. This finding implies that consumers become cautious to evaluate the well-known branded product with high-difficult extension so that the high-price strategy may not work well with price-quality association.
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