제품군 확장에 대한 소비자 평가: 기업명성의 조절효과
Consumer Evaluation of Category Extension : Moderating Effect of Corporate Reputation
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초록
본 연구는 제품군 확장에 대한 기업명성의 효과를 확인하는 것으로, 모브랜드와 동일한 제품군과 비동일한 제품군을 구분하여 소비자들의 확장에 대한 태도, 확장제품에 대한 구매의도 그리고 확장에 대한성과 기대 등을 확인하였다. 우선 기업명성이 높은 기업과 낮은 기업을 선정한 후, 각 기업에서 동일제품군 확장과 비동일 제품군 확장으로 구분하여 총 여덟 가지의 제품군 확장에 대한 시나리오를 구성하였다. 그리고 기업명성과 유사성 정도에 대한 조작적 점검을 한 후 제품군 확장에 대한 소비자들의 평가를 비교하였다. 분석결과, 동일한 제품군 확장 상황에서는 모브랜드와 확장제품 간에 유사한 경우와 다른 제품군 확장 상황에서는 상향적 확장 상황에서만 기업명성이 높을수록 확장 제품에 대한 태도, 구매의도 그리고성과기대가 높은 것으로 확인되었다. 반면, 동일한 제품군 확장에서 비유사 상황과 비동일한 제품군확장에서 하향적 확장 상황에서는 기업명성이 낮은 경우 제품에 대한 태도, 구매의도 그리고 성과기대가 높은 것으로 확인되었다. 이러한 결과는 제품군 확장이론과 기업의 브랜드 포트폴리오 전략의 수립에도 도움이 클 것이다.
Abstract
This research is to investigate the effect of corporate reputation on category extension, and it classified identical category and non-identical category comparing to parent brand in order to evaluate consumer's attitude toward extension, purchase intention about extended product and expectation to profit with extension etc. After selecting high corporate reputation and low corporate reputation, it has made up scenario about eight of category extension by sorting out equal category extension and unequal category extension in each corporations. And it compared with consumer's evaluation in category extension after invented examination about corporate reputation and the level of similarity. As a result of analyzing, the result verified that the higher corporate reputation shows the higher attitude of extended product, purchase intention and expectation to profit when parent brand and extended product are having similarity in the situation of extension in equal category and upward extension in unequal category. In contrast, when corporate reputation is low, it has high level of attitude of product, purchase intention and expectation to profit for dissimilar situation in equal category extension and step-down extension in unequal category extension. The result will benefit to the theory of category extension and to set up corporate's brand portfolio strategy
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