ESG 경영이 브랜드 확장평가에 미치는 영향: 따뜻함과 호혜지각의 이중매개효과

This study investigates how corporate ESG (Environmental, Social and Governance) reputation influences consumer evaluations of brand extensions and whether this effect depends on the perceived fit between the parent brand and the extension. Drawing on the stereotype content model and reciprocity theory, we propose that ESG reputation enhances consumer perceptions of warmth, which subsequently increases perceived reciprocity and leads to higher purchase intentions. Two scenario-based experiments employing a 2 (brand reputation: ESG vs. corporate ability) × 2 (extension fit: high vs. low) between-subjects design were conducted. Study 1 demonstrated that ESG reputation positively affected brand extension evaluations under low-fit conditions, while no significant difference emerged under high-fit conditions. Study 2 confirmed the sequential mediation effect: ESG reputation increased warmth perceptions, which enhanced perceived reciprocity, ultimately leading to stronger purchase intentions. These findings provide empirical evidence for the emotional value of ESG reputation in brand extension contexts, particularly when categorical fit is low. The results offer theoretical contributions to the literature on brand extension and corporate reputation and practical insights for managers seeking to leverage ESG initiatives to support the success of lower-fit brand extensions.