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The influence of brand benefit on the brand extension : focused on trademark belief and categorical similarity

소비자의 브랜드편익이 브랜드 확장에 미치는 영향 - 상표신념의 매개효과와 범주적 유사성의 조절효과를 중심으로 -

  • Lee, Suntaek (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
  • 이선택 (금오공과대학교 경영학과) ;
  • 김귀곤 (금오공과대학교 경영학과)
  • Received : 2018.04.09
  • Accepted : 2018.04.20
  • Published : 2018.04.28

Abstract

This study is to investigate the influence of brand benefit on brand extension, especially focusing on the mediating effect of trademark belief and the moderating effect of categorical similarity. This study restates that brand benefit affect consumers' brand extension attitude and confirms that it is completely mediated by trademark belief. In addition, this study finds that categorical similarity moderates the effects of brand benefit on brand extension attitude. The results of this study suggest a theoretical implication that trademark belief can be used as one of the brand extension strategies and a practical implication that the brand communication strategy based on brand benefits should be changed with the categorical similarity.

Keywords

Brand benefit;Trademark belief;Categorical similarity;Parent brand;Brand extension attitude

Acknowledgement

Supported by : Kumoh National Institute of Technology

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