본문 바로가기
KERD
논문KCI 등재

브랜드신뢰가 비유사확장제품 평가에 미치는 영향: 브랜드폭과 제품관여도를 중심으로

Influences of Parent Brand Trust on the Evaluation of Dissimilar Extensions: Focused on Product Involvement and Brand Breadth

이성학|손용석
한국소비자학회 (Korean Society Of Consumer Studies)|2010.09|소비자학연구 (Journal of Consumer Studies)|제21권 제3호|pp. 243-262

0

조회

0

다운로드

19

인용

0

참고문헌

키워드

브랜드신뢰brand trustproduct involvement제품관여도브랜드확장brand extensiondissimilar extension비유사확장브랜드폭brand breadth
주제분류경제학

초록

본 연구에서는 비유사확장 시에 브랜드신뢰가 확장제품에 대한 태도 형성에 미치는 영향에 대해서 알아보았다. 특히 확장제품에 대한 관여수준(고관여/저관여)과 브랜드폭(broad/ narrow)을 통해서 비유사확장에서의 브랜드신뢰의 영향을 살펴보았다. 실험결과, 브랜드확장전략에 있어 강한 브랜드신뢰가 비유사영역으로의 확장을 성공적으로 이끌 수 있는 주요 동인임을 알 수 있었다. 또한 비유사확장 시 브랜드신뢰가 강하면 확장제품 평가에 대한 관여도 차이 효과는 역전되어, 특히 저관여보다는 고관여일 때 더 긍정적인 결과를 획득할 수 있었다. 일반적으로 브랜드신뢰는 고관여의 경우보다 저관여의 경우에 효과적이나, 실험결과에서 보듯이 비유사확장에서 브랜드신뢰는 본질적 정보(intrinsic cue)로 작용하여 저관여의 경우보다 고관여의 경우에 효과가 있는 것으로 역전되어 나타났다. 또한, 비유사확장에서 브랜드신뢰가 강할 때 고관여인 경우 기존의 브랜드폭의 효과는 유의하게 나타나지 않음을 발견하였고, 저관여인 경우 기존의 브랜드폭의 효과는 유지되는 것으로 확인되었다. 따라서 이번 연구는 실무적으로 뿐만 아니라 학문적으로 새로운 관점의 브랜드확장전략에 대한 조망을 제시하였다. 그리고 연구결과의 이론적 및 실무적 시사점과 본 연구의 한계점과 향후 연구방향에 대해 논의하였다.

Abstract

Although similarity between a parent brand and its extensions might be low, depending on situations, many corporations try to extend to dissimilar areas. In this aspect, to increase acceptability of dissimilar extensions, continuous studies on sequential extension, preannouncing,and explanatory links and so on are being explored. Until recently, not enough studies and explanation on cases in marketing field of dissimilar extension brands have been examined:Yamaha, Samsung, and related Korean and Japanese brands. These specificity of similarity effect can exist by peculiarity of a parent brand, and studies on how parent brand characteristics can lead consumer acceptances on dissimilar extensions are demanded. In other words, we can assume that affect and trust for a parent brand can overcome limited similarity and brand breadth on consumer judgement for new brand extensions. Brand association, classified into attributes, benefits, and attitudes, plays a vital role of building a solid brand equity. Especially, brand attitude has been regarded the highest level of brand association and can be measured through brand trust and brand affect. Since there is high uncertainty in consumers’ mind for the extension products, categorization process and affect transfer can not be easily employed in the dissimilar extension situation. So, we focused on brand trust which is more rational and in relation to product function between two brand attitude factors. According to cognitive elaboration hypothesis, the extrinsic cues (brand trust) can directly influence on consumer’s product evaluations as the intrinsic cues (product attributes). If brandtrust play a role as an intrinsic cue on building extension product attitudes, the effect of brand trust will occur differently compared to previous results. And also it can be assumed that if brand trust play a role as an intrinsic cue in dissimilar extension, brand breadth effect which functions importantly as extension product attitude to brand extension will have opposite results from the past studies. Thus, current research focuses on how brand trust effect attitude formation of product extension on dissimilar extension. Especially, through relation to involvement (high or low) and brand breadth (broad or narrow) in extension products, we looked into the influences of brand trust of dissimilar extension brands. Results indicate that strong brand trust should be a successful motive for extension toward dissimilar area in brand extension strategies. Also in dissimilar extension, strong brand trust can reverse the effect of involvement on extended product evaluation and can result in more positive outcomes in high involvement compared to low involvement. Although brand trust in low involvement situation is more effective compared to high involvement, results show that brand trust operates as an intrinsic cue in dissimilar extension and more effective when the extensions are high-involvement products rather than when they are low-involvement ones. Also, the effect on brand breath has not appeared when there are strong brand trust and high involvement in dissimilar extension, whereas it has maintained in the case of low involvement. This research not only is practically useful but academically through a new perspective in brand extension strategy. We further raise and discuss theoretical, practical implications,and direction of future study through our research results.

참고문헌 (37)

  1. 나준희, "브랜드 확장에 있어서 시간적 거리를 이용한 프리어나운싱의 효과", 마케팅연구, 22(3), pp.1~17 (2007), 한국마케팅학회
  2. 박찬욱, "관여도와 제품지식의 상관관계에 관한 연구:제품유형과 제품지식 측정방법의 조정적 역할을 중심으로", 소비자학연구, 11(1), pp.75~98 (2000)
  3. 이학식, "상표확장효과의 조절변수로서 소비자특성과 지각의 역할평가", 마케팅연구, 14(2), pp.23~44 (1999)
  4. Aaker, David A., "Consumer Evaluation of Brand Extension", Journal of Marketing, 57, pp.27~41 (1990)
  5. Berger, Jonah, "The Influence of Product Variety on Brand Perception and Choice", Marketing Science, 26(4), pp.460~472 (2007)
  6. Bhat, Sobodh, "The impact of parent brand attribute associations and affect on brand extension evaluation", Journal of Business Research, 53, pp.111~122 (2001)
  7. Boush, David M., "A Process-Tracing Study of Brand Extension", Journal of Marketing Research, 28, pp.16~28 (1991)
  8. Boush, David M., "Affect Generalization to Similar and Dissimilar Brand Extensions", Psychology and Marketing, 4(3), pp.225~237 (1987)
  9. Bridges, Sheri, "Communication Strategies forBrand Extensions:Enhancing Perceived Fit by Establishing Explanatory Links", Journal of Advertising, 29(4), pp.1~11 (2000)
  10. Brisoux, Jacques E., "Brand Categorization and Product Involvement", Consumer Research, 17(1), pp.101~109 (1990)
  11. Chakravarti, Dipankar, "Product Category Perceptions,Elaborative Processing and Brand Name Extension Strategies", Consumer Research, 17, pp.910~916 (1990)
  12. Chaiken, Shelly, "Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion", Journal of Personality and Social Psychology, 39(5), pp.752~766 (1980)
  13. Chaiken, Shelly, "Heuristic Processing Can Bias Systematic Processing:Effects of Source Credibility,Argument,Ambiguity,and Task Importance on Attitude Judgement", Journal of Personality and Social Psychology, 66(3), pp.460~473 (1994)
  14. Chaudhuri, Arjun, "The Chain of Effects from Brand Trust and Brand Effect to Brand Performance:The Role of Brand Loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
  15. Chaudhuri, Arjun, "Product-Class Effects from Brand Trust and Brand affect to Brand Performance:the Role of Brand Loyalty", Brand Management, 10, pp.33~58 (2002)
  16. Dacin, Peter A., "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions", Journal of Marketing Research, 31, pp.229~242 (1994)
  17. Dawar, Niraj, "The Effects of Order and Direction on Multiple Brand Extensions", Journal of Business Research, 30, pp.119~129 (1994)
  18. Herr, Paul M., "Impact of Dominance and Relatedness on Brand Extensions", Journal of Consumer Psychology, 5(2), pp.135~159 (1996)
  19. Hirschman, Elizabeth C., "Hedonic Consumption:Emerging Concepts,Methods and Propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
  20. Homer, Pamela M., "Source Expertise,Time of Source Identification,and Involvement in Persuasion:An Elaborative Processing Perspective", Journal of Advertising, 19(1), pp.30~39 (1990)
  21. Hong, Sung-Tai, "Effects of Country-of-Origin and Product Attribute Information on Product Evaluation:An Information Processing Perspective", Journal of Consumer Research, 16, pp.175~187 (1989)
  22. Keller, Kevin L., "Conceptualizing,Measuring,and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  23. Keller, Kevin L., "Strategic Brand Management" (2003), Prentice-Hall
  24. Keller, Kevin L., "The Effects of Sequential Introduction of Brand Extension", Journal of Marketing Research, 29, pp.35~50 (1992)
  25. Lane, Vicki R., "The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions", Journal of Marketing, 64, pp.80~91 (2000)
  26. Mazursky, David, "Learning from the Ad or Relying on Related Attitudes:The Moderating Role of Involvement", Journal of Business Research, 25(1), pp.81~93 (1992)
  27. Meyvis, Tom, "When are Broader Brand Stronger Brands? An Accessibility Perspective on the Success of Brand Extensions", Journal of Consumer Research, 31, pp.346~357 (2004)
  28. Morgan, Robert M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
  29. Park, Jong-Won, "Effects of Relationships with a Brand in Brand Extensions:Some Exploratory Findings", Consumer Research, 28, pp.179~185 (2001)
  30. Petty, Richard E., "Involvement as a Moderator of The Effects on Attitude of Advertising Contest and Context", Consumer Research, 8, pp.20~24 (1981)
  31. Petty, Richard E., "Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement", Journal of Consumer Research, 10, pp.135~146 (1983)
  32. Reast, Jon D., "Brand Trust and Brand Extension Acceptance:The Relationship", Journal of Product & Brand Management, 14(1), pp.4~13 (2005)
  33. Sheinin, Daniel A., "Extending brands with new product concepts:the role of category attribute congruity,brand affect,and brand breadth", Journal of Business Research, 31(1), pp.1~10 (1994)
  34. Smith, Daniel C., "The Effects of Brand Extensions on Market Share and Advertising Efficiency", Journal of Marketing Research, 29, pp.296~313 (1992)
  35. Swaminathan, Vanitha, "Sequential Brand Extensions and Brand Choice Behavior", Journal of Business Research, 56, pp.431~442 (2003)
  36. Wu, Cochen, "How the Strength of Parent Brand Associations influence the Interaction Effects of Brand Breadth and Product Similarity with Brand Extension Evaluations", Journal of Product & Brand Management, 16(5), pp.334~341 (2007)
  37. Zaichkowsky, Judith Lynne, "Measuring the Involvement Construct", Journal of Consumer Research, 12, pp.341~352 (1985)

관련 논문AI추천

모 브랜드의 제품유형 및 관여유형이 일치？불일치 확장브랜드 평가에 미치는 영향김기석, 박주영, 최인혁한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2005 · 제15권 제3호브랜드컨셉, BRQ, 모브랜드-확장제품간 유사성이 확장제품 평가에 미치는 영향고성현, 여준상한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2008 · 제9권 제3호아는 사람들은 모브랜드와 비유사한 확장제품을 선호한다: 소비자들의 지식수준이 브랜드 확장에 미치는 영향김소현, 황용철한국상품학회 · 상품학연구2015 · 제33권 제2호모브랜드에 대한 지식이 브랜드 확장에 대한 평가에 미치는 영향김경민, 나준희한국소비문화학회 · 소비문화연구2006 · 제9권 제1호모브랜드 태도가 브랜드확장 제품의 시용의도에 미치는 영향과 지각된 유사성과 모브랜드 소비경험의 조절역할박지연중소기업융합학회 · 융합정보논문지2019 · 제9권 제4호서브브랜드를 이용한 브랜드 확장 전략: 제품 유형의 조절효과이호배, 최원혁한국상품학회 · 상품학연구2014 · 제32권 제5호

이 간행물의 다른 논문 (11건)

가격할인에 대한 지각된 공정성과 재 구매의도에 관한 연구 - 기존 구매자의 인지적, 감정적 반응을 중심으로 -김문섭, 김동태pp. 1-27가계부채의 용도별 보유현황 및 결정요인에 관한 연구성영애pp. 29-52식품의 영양강조표시가 소비자의 건강신념과 브랜드태도, 질병리스크지각에 미치는 영향김문희, 양재호pp. 53-81금융채무불이행자의 재무관리역량: 일반소비자와의 비교김정현, 최현자pp. 83-105소비자의 식품선택에 대한 영양표시 이용의 효과 분석김성용, 이정희pp. 107-128
원문 보기