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The Influence of Brand Reputation and Chronic Regulatory Focus on the Non-similar Brand Extension
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브랜드명성과 성향조절초점이 비유사 브랜드확장에 미치는 영향

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Type
Academic journal
Author
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제11권 제2호 KCI Accredited Journals
Published
2013.1
Pages
167 - 174 (8page)

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The Influence of Brand Reputation and Chronic Regulatory Focus on the Non-similar Brand Extension
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Abstract· Keywords

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In this study, we intended to show the interaction effect between brand reputation and chronic regulatory focus, and intended to show mederatory effect as an interaction as well as the main effect of two variable. To this end, Pulmuone(a high level of brand reputation) and Green(a low level of brand reputation) as parent brand and cosmetics as extention product were selected. The results of the study are as follows: The first, on brand extension evaluation, a high level of brand reputation was more positive than a low level of brand reputation. The second, brand extension evaluation was mere positive in the promotion focus group than in the prevention focus group. The third, In case of high level of brand reputation, there was no significant differences between the prevention focus group and the promotion focus group in brand extension evaluation. On the other hand, low level of brand reputation, there was significant differences between two variables. Therefore, we found the interaction effect between promotion focus group and prevention focus group.
#브랜드명성 #성향조절초점 #방어초점 #촉진초점 #브랜드확장 #Chronic Regulatory Focus #brand reputation #prevention/promotion focus #brand extension

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References (20)

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Aaker / 1990 / Consumer Evaluation of Brand Extension / Journal of Marketing 54 : 27 ~ 41 google schola Aaker / 2001 / Seek pleasure and We Avoid Pains The Role of Self - Regulatory Goals in Information Processing and Persuasion / Journal of Consumer Research 28 : 33 ~ 49 google schola Carver, C. S / 2000 / Moral Value Transfer From Regulatory Fit : What Feels Right Is Right and What Feels Wrong Is Wrong / Journal of Personality and Social Psychology 84 : 4 google schola Crowe / 1997 / Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision -making / Organizational Behavior and Human Decision Processes 69 (2) google schola Higgins / 1998 / Promotion and prevention: Regulatory Focus as a Motivational priciple / Advance In Experimental Social Psychology 30 : 1 ~ 46 google schola

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