부산대학교 도서관

This research was to investigate the effects of feature similarity, concept consistency and goal congruency on purchase intention of brand extensions. Feature similarity, Concept consistency and Goal congruency affected on brand extension. This research was presented significant difference of interaction effects of feature similarity and concept consistency, feature similarity and goal congruency and concept consistency and goal congruency on brand extension. Feature similarity affected more low concept consistency than high concept consistency on purchase intention of brand extension. Also, feature similarity affected more low goal congruency than high goal congruency on purchase intention of brand extension. But concept consistency affected more high goal congruency than low goal congruency on purchase intention of brand extension. However participants did not present significant difference in purchase intension of brand extension according to degrees of feature similarity, concept consistency and goal congruency. Concept consistency did not affect on purchase intention of brand extension in low goal congruency. Concept consistency affected on purchase intention of low feature similarity but did not affect on purchase intention of high feature similarity in high goal congruency. Feature similarity did not affect on purchase intention under high concept consistency and high goal congruency.