극단회피성향이 서브 브랜드를 이용한 브랜드 확장의 평가에 미치는 영향

Brand extension has become an indispensable component of modern business growth. Still, brand extension is not always successful. Because of the likelihood of failure, research into brand extension has been ongoing. Recent brand extension has made a significant change in implementation. In the past, brand extension was often done directly using parent brand. However, these days, brand extension is underway with appropriate modifications made to the scaling conditions. A concept that has emerged from this aspect is brand extension using a sub-brand. Sub-branding is a strategy to place parent brand at the rear and put the new brand at the front. This reduces the risk of brand extension, but reduces the positive image of parent brand in the background. In response, the study predicted that the effect of consumer prior knowledge on the type of brand extension strategy would be felt. Research has shown that lower levels of advance knowledge of consumers are more positive about products that are extended by direct brand extension than by brand extension using a sub-brand. However, if consumers have a higher level of prior knowledge, they are more positive about products that are extended by brand using a sub-brand than by directly extending the brand.