The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of fashion brand extension types, preannouncing and regulatory focus on preferences toward extension product

패션브랜드 확장 유형, 프리어나운싱, 조절초점이 확장제품의 호의도에 미치는 영향

  • Huh, You Jin (Dept. of Interdisciplinary Program in Studies of Arts, Graduate School, Sungkyunkwan University) ;
  • Hwang, Sun-Jin (Dept. of Fashion Marketing, Sungkyunkwan University)
  • 허유진 (성균관대학교 일반대학원 예술학협동과정) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2014.12.19
  • Accepted : 2015.02.13
  • Published : 2015.02.28
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Abstract

This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) ${\times}2$ (preannouncing: near preannouncing vs. far preannouncing) ${\times}2$ (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers' tendencies in order to derive positive evaluations.

Keywords

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