지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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We examined how consumer-brand relationship affects the evaluation of extended brands. Specifically, we investigated the effect of the sub-dimensions of consumer- brand relationship quality (BRQ) on the evaluation of extended brands and the existence of moderate incongruity effect (MIE) in high BRQ consumers. The results shows that the BRQ sub-dimensions have different effects to the attitude toward the extended brand and purchase intention to the extended brands. We tested MIE in high BRQ consumers, the result did not support of moderate incongruity effect in brand extension. It means that strong BRQ consumers evaluate positive to the extended brands regardless of the degrees of the product attribute similarities. For the weak BRQ consumers, the product attribute similarities with parent brands affect their attitudes and purchase intentions of extended brands in the same result of the previous study. These results showed that the strong consumer-brand relationship is key important factor to the favorable evaluations to the brand extensions. Finally, theoretical and practical implications and limitations of this study were discussed.
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