소비자의 지각된 적합성 및 관여도가 확장브랜드 태도에 미치는 영향-외식업을 중심으로-

The specific objectives of this research are as follow. Firstly, this research tries to search aspects that may effects customers’ evaluation of extended brand using previously conducted research and draw major aspects and generalize them. Secondly, this research tries have an effect on parent brand attitude on extension brand attitude. And analyze if compatibility and involvement of parent brand found in evaluation of extension brand attitude effects as mediating variable. As a result, the following result deduced. Firstly, relationship of attitude of parent and extension brand (hypothesis 1) shows path-coefficients of 0.33, and t-value of 6.30 (exceeding 2) that decide statistic level of significance (p<.05) which verifies statistic significance. Also, according hypothesis was supported. Secondly, as a result of controlling effectiveness of mediating variable, positive effect of parent brand attitude on extension brand attitude increases in group with high compatibility, compared to group with lower induced compatibility (coefficient value: 0.067, t-value: 3.285). Also group with high involvement shows parent brand attitude. This approves that as individual customer’s perceived fitness and involvement increases, attitude of parent brand has higher effectiveness, compared to extension brand attitude. This result can be translated as perceived fitness and involvement effects on effectiveness of parent brand over extension brand attitude as mediating variable.