조절초점, 확장제품의 제조난이도, 모브랜드-확장제품간 유사성이 브랜드확장평가에 미치는 영향
Effects of Regulatory Focus, Difficulty of Making Extension, and Parent-Extension Similarity on Brand Extension Evaluations
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초록
본 연구는 조절초점의 방향, 확장제품의 제조난이도 수준, 모브랜드와 확장제품간 유사성 수준이 서로 어떠한 상호작용을 보여주는가에 초점을 맞추고 있다. Aaker & Keller(1990)가 제기한 제조난이도효과(확장제품 제조난이도가 높을수록 더 긍정적 평가)에 대해 유사성수준의 조절효과를 보여준 여준상(2006) 연구에 대해, 최근 사회심리학 분야에서 많이 논의되고 있는 조절초점(regulatory focus)을 적용하여 좀 더 풍부한 논의를 시도하였다. 구체적으로는, 유사(비유사)확장일때는 난이도가 높을수록(낮을수록) 확장평가가 더 우호적이라는 결과는 조절초점에 의해 조절(moderate)될 것으로 예상하였다. 방어초점의 경우 비유사확장에 대한 평가가 더 부정적일 것이며 특히 고난이도일때 평가는 매우 낮을 것으로 예상하였으며, 반면 촉진초점의 경우 비유사확장에 대한 평가가 덜 부정적일 것이며 특히 고난이도 제품에 대한 부정적 평가가 크게 완화될 것으로 예상하였다. 이를 실증하기 위해, 2(조절초점: 방어/촉진)×2(유사성: 유사/비유사)×2(제조난이도: 고/저)의 집단간 디자인을 설계하여 3Way ANOVA 분석을 실시하였는데 가설은 지지되었다. 연구 결과, 방어초점에서는, 유사확장의 경우 난이도가 높을수록 더 긍정적 평가가 나타났으며 비유사확장의 경우 난이도가 높을수록 더 부정적 평가가 나타났는데 특히 비유사-고난이도 확장에 대한 평가가 매우 낮아지면서 이러한 패턴이 더욱 확연해졌다. 촉진초점에서는, 유사확장은 난이도가 높음에 따라 더 긍정적 평가가 나타났는데 비유사확장의 경우 비유사-고난이도 확장에 대한 부정성이 크게 약화됨에 따라 고-저난이도간에 평가 차이가 없는 결과가 나타났다.
Abstract
This research addressed the interactive influences of regulatory focus, difficulty of making extension, and parent-extension similarity on brand extension evaluation. We tried to develop Yeo(2006)' s research which had shown the moderating role of parent-extension similarity in making difficulty effects issued by Aaker & Keller(1990). Specifically, we predicted the moderating role of regulatory focus in effects of parent-extension similarity and difficulty of making extension on brand extension evaluation. In prevention focus, subjects will evaluate more negatively toward the dissimilar extension, especially high difficult- dissimilar extension. In promotion condition, however, subjects will evaluate less negatively toward the dissimilar extension, especially the negativity on difficult-dissimilar extension attenuated highly. We made a 2(regulatory focus: prevention/promotion) × 2(similarity: similar/dissimilar) × 2(difficulty of making extension: high/low) between subjects design in order to take a empirical test. A three-way ANOVA supported our predictions and related implications were discussed.
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