모브랜드 자산 수준이 확장 제품 평가에 미치는 영향과 그 매개 과정에 관한 연구

This research addressed the interactive influences of parent brand's equity level and parent-extension similarity level on brand extension evaluation. As differed from previous researches of brand extension, we first incorporated three different levels(high vs. moderate vs. low) of parent brand equity classified by customer based brand equity model of Keller(1993) and its interactive effects with parent-extension similarity(similar vs. dissimilar) on extended product. Additionally we raised the issue of underlying cognition during extension evaluation with the distinguishing of brand-focused versus product focused thinking toward extension across different similarity conditions. Specifically, we predicted that there is no evaluative difference between similar extension and dissimilar extension in the condition of high-equity parent brand due to focused on higher reputation or image of parent brand during the extension evaluations. Also in the context of low-equity parent brand, we expected that thinking focused on lower reputation or image of parent brand will produce negative extension evaluations regardless of similarity level. On the other hand, at the situation of moderate equity brand, our hypothesis is that similar extension will augment brand-focused thinking featured with parent brand's positive image which drives relatively positive extension evaluation, while dissimilar extension will pronounce product-focused thinking composed of doubt on extended product performance that leads to relatively negative extension evaluation. In order to verify our predictions, we executed a 3(parent brand's equity level: high/moderate/low) × 2(similarity level: similar/dissimilar) between subjects factorial design, and also two-way ANOVA supported above our all predictions. We broadened generalization of our results via two subsequent experiments, first is for automobile brands, second is for hotel brands. Finally we developed some contributions for understanding of cognitive processes of extension evaluation with the approach of thinking style which can be classified into both brand centric such as parent brand reputation or image related thoughts and product centric like extended product performance or function related associations.