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The Role of Intellectual Property Belief between Brand Concept and Brand Extension: Focusing on Mediated Moderation of Thinking Style

브랜드 컨셉과 브랜드확장의 관계에서 지식재산신념의 역할: 사고방식의 매개된 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 : 2018.05.10
  • Accepted : 2018.06.20
  • Published : 2018.06.28

Abstract

The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.

Keywords

Brand concept;Patent belief;Trademark belief;IP belief;Brand extension;Thinking style

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