추격 브랜드확장의 광고전략에 관한 연구

In the real business environment, most of the brand extension has occurred more than once. In other words, if you see one of brand extension success in the market, it is common case that competitor’s follower brand extension occurs sooner or later. Nevertheless, previous studies are limited to a solitary brand extension situation has been an ongoing research to expand the brand advertising strategy. Therefore, the studies, it is difficult to offer effective advertising strategies in a number of actual follower brand extension. In order to overcome the gap between real business situations, this study expands the scope of research on brand extension’s advertising strategy by the follower brand extension situation. Furthermore, the market performance of the pioneer brand extension and the advertising strategy of the follower brand extension looked at how this affects the consumer’s evaluation of the follower brand extension’s product. To test our predictions, we conducted a 2(pioneer brand extension’s market performance: success/failure) × 2(follower brand extension’s advertising strategy) between-subjects factorial design. As a result, we studied the desirable follower brand extension's advertising strategy based on innovation level of follower extension product. The results provide the following managerial implications. If the pioneer brand extension’s product has succeeded, consumer’s evaluation about imitative follower extension product was more favorable when the following brand extension’s advertising strategy was relational advertising. On the other hand, if the pioneer brand extension’s product has failed, consumer’s evaluation about innovative follower extension product was more favorable when the following brand extension’s advertising strategy was elaborational advertising. In conclusion, this study suggests the important advertising strategy to the marketing manager who is planning a follower brand extension. First, it is enough to consider a change of category similarity due to the market performance of pioneer brand extension. Then, it suggests that it is necessary to select advertising strategy of follower brand extensions.