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The Effects of Similarity and Brand Fit of Extension Type on Beauty Brand Attitude

뷰티브랜드 확장 시 확장유형의 유사성과 브랜드적합성이 브랜드태도에 미치는 영향

  • Choi, Jung-Sun (Graduate School of Business, Pukyong National University) ;
  • Jeon, Jung-Ok (Divison of Business Administration, Pukyong National University)
  • 최정선 (부경대학교 대학원 경영학과) ;
  • 전중옥 (부경대학교 경영학부)
  • Published : 2009.08.31

Abstract

Despite the attention regarding the effects of brand extension, there is limited research focused on brand extension in the beauty industry. This study discusses whether the similarity of extensional types and brand fit has any effect on the brand attitude toward beauty brand extension. This study examines the changes in the brand attitude and finds the effect of the similarity of extensional types and brand fits on brand attitude toward beauty brand extension. In the experiment, 4 description type factorial designs were performed. A total of 114 females participated in the experiment that had an experience of visiting a beauty salon. The results are as follows. First, the similarity of an extensional product-type has a positive effect on attitude toward parent beauty brand, while the similarity of extensional service-type does not. Second, there are significant independent and interaction effects between similarity and brand fit, which reveal differential influences on attitudes toward an extended beauty brand. Attitudes toward parent and extended beauty brands were affected by the similarity of extensional types and brand fit.

Keywords

References

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