The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension - Focusing on moderating effects -

패션브랜드 확장시 모 브랜드와의 자아이미지 일치성과 지각된 위험, 제품지식이 확장제품의 태도에 미치는 영향 - 조정적 역할을 중심으로 -

  • 이영주 (성신여자대학교 의류학과)
  • Received : 2014.11.26
  • Accepted : 2015.02.16
  • Published : 2015.02.28
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Abstract

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

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References

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