BRQ가 뷰티살롱의 브랜드확장평가에 미치는 영향
The effect of Brand Relationship Quality on Brand Extension Evaluation of Beauty Salon
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The purpose of this research is to investigate the influences of brand relationship quality(BRQ) on brand extension evaluation of beauty salon. Make a 2(BRQ level: high / low) × 2(similarity level: similar / dissimilar) design experiment. ANOVA demonstrated significant effect between BRQ level on brand extension evaluation. Specifically, in dissimilar extension condition was difference of extension evaluations between high BRQ group and low BRQ group. High BRQ group evaluated more positively extension than low BRQ, but similar extension condition was not demonstrated significant effect between BRQ level, high BRQ group showed the same extension evaluation as low BRQ.
Abstract
The purpose of this research is to investigate the influences of brand relationship quality(BRQ) on brand extension evaluation of beauty salon. Make a 2(BRQ level: high / low) × 2(similarity level: similar / dissimilar) design experiment. ANOVA demonstrated significant effect between BRQ level on brand extension evaluation. Specifically, in dissimilar extension condition was difference of extension evaluations between high BRQ group and low BRQ group. High BRQ group evaluated more positively extension than low BRQ, but similar extension condition was not demonstrated significant effect between BRQ level, high BRQ group showed the same extension evaluation as low BRQ.
참고문헌 (25)
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