The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Influence of Product Similarity between Parent Brand and Extended Brand on Extended Product Evaluation - Focus on Franchise Brand -

모브랜드 제품-확장브랜드 제품간 유사성이 확장제품평가에 미치는 영향 - 프랜차이즈 브랜드를 중심으로 -

  • 김기석 (숭실대학교 중소기업대학원) ;
  • 신봉섭 (경희사이버대학교 글로벌경영학과)
  • Received : 2011.08.05
  • Accepted : 2011.09.06
  • Published : 2011.11.28
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Abstract

This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.

본 연구는 프랜차이즈 브랜드가 다양한 제품군으로 브랜드를 확장하는 상황에서 모브랜드 제품과 확장브랜드 제품간 유사성 차이를 살펴보고, 각 확장제품과 모브랜드 제품간 유사성이 확장브랜드에 대한 태도에 어떠한 영향을 미치는지 규명해 보고자 하였다. 연구결과, 제품간 유사성은 확장제품에 따라 다르게 나타났다. 또한, 유사성이 높은 제품과 낮은 제품간 인식적 태도 및 행동적 태도를 살펴 본 결과, 유사성이 높은 제품은 인식적 태도, 행동적 태도 모두 높게 나타났다. 한편, 음식속성 유사성이 기술적 유사성에 비해 태도에 미치는 영향이 높은 것으로 나타났다. 이러한 연구결과들은 프랜차이즈 브랜드의 브랜드확장전략에 있어서 중요한 시사점을 제시해 준다.

Keywords

References

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