• Culinary science and hospitality research
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• v.23 no.6
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• pp.89-98
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• 2017

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.7
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• pp.1124-1138
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• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.8
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• pp.1293-1305
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• 2009

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.

• Journal of Fashion Business
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• v.7 no.2
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• pp.37-54
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• 2003

This study is about the effect of original brand on the evaluation of extended brand in the policy of an enterprise's extending its brand. More specifically, this study investigated to see whether the customers' attitude toward original brand has effect on an extended brand and the width and similarity extent of the brand extension affect a brand which is not similar when another brand is extended. The summary of the demonstrative analysis results are as follows: 1. If the attitude toward original brand becomes more positive, the evaluation of the extended brand will become more positive as well. 2. If the attitude toward original brand becomes more positive, the width of a brand extension will become wider. 3. If customers' attitude toward a original brand is positive, their attitude toward an extended brand will be positive as well although the extended brand is not similar to the original brand. This study proved it is possible for brands to be extended from a original brand under the influence of the original brand even though they are weak in their similarity to their original brand unlike the existing theory which was skeptical about the extension of a brand which is low in its similarity to its original brand and that the success of the extension of a brand does not depend upon its similarity to its original brand.

• Human Ecology Research
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• v.55 no.4
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• pp.399-417
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• 2017

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.349-359
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• 2009

This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1122-1131
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• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• Journal of Distribution Science
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• v.17 no.2
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• Journal of the Korean Home Economics Association
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• v.50 no.6
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• pp.33-42
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• 2012

Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.506-514
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• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.