학술논문
브랜드 컨셉 일치성이 브랜드 애착수준에 따라 확장평가에 미치는 영향 / Influence of Brand Concept Consistency upon Extension Evaluation Depending on Brand Attachment Level
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
본 연구는 브랜드 컨셉의 일치성과 브랜드 애착이 소비자의 브랜드 확장평가에 미치는 영향을 실증적으로 규명하는데 그 목적이 있다. 이 연구를 위하여 명성 지향적 컨셉의 브랜드와 기능 지향적 컨셉의 브랜드, 그리고 명성 지향적 컨셉의 확장 제품과 기능 지향적 컨셉의 확장 제품을 선정한 후, 10~50대 남녀 182명을 대상으로 그 상관관계를 조사하였다. 구조방정식 모형 분석에 의한 결과, 첫째, 명성 지향적 컨셉의 브랜드는 명성 지향적 제품으로의 확장에, 기능 지향적 컨셉의 브랜드는 기능 지향적 제품으로의 확장에 보다 더 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 모브랜드와 확장 제품의 컨셉이 일치하는 브랜드 확장의 경우에는, 애착 수준이 높을수록, 확장 평가에 긍정적인 영향을 미치는 것으로 나타났다. 하지만, 모브랜드와 확장 제품의 컨셉이 일치하지 않는, 비일치 확장시, 애착수준은 확장 평가에 유의한 영향을 미치지는 않는 것으로 나타났다. 마지막으로, 소비자의 애착수준이 높은 브랜드의 경우, 비일치 확장의 경우에도, 애착수준이 낮은 브랜드의 일치 확장보다 평가가 더 긍정적일 것으로 보았으나, 유의한 영향은 미치지 않는 것으로 나타났다. 이러한 연구 결과는 모브랜드의 컨셉을 분석하고, 적절하게 확장 전략을 구사하는 것이 해당 브랜드에 대한 소비자 태도가 우호적인 평가로 이어지며, 특히 소비자와의 강한 정서적 애착을 유지하고 있는 브랜드일수록 브랜드 확장에 있어 소비자의 평가가 보다 긍정적으로 작용될 수 있음을 시사하고 있다.
The purpose of this study is to closely examine empirically the influence of brandconcept consistency and brand attachment upon consumers' brand extensionevaluation. For this research, the brand in prestige concept, the brand in functionalconcept, and the extension product in prestige concept, and the extension productin functional concept were selected. And then, targeting 182 men and women intheir 10s~50s, its correlation was surveyed.As a result of structural equation modeling analysis, first, the more positiveinfluence was shown upon the extension to the prestige product by the brand inprestige concept, and upon the extension to functional product by the brand infunctional concept. Second, in case of brand extension whose concept in extensionproduct is consistent with the original brand, it was indicated that the higherattachment level leads to having the more positive influence upon extensionevaluation. However, in case of inconsistent extension whose concept in extensionproduct is not consistent with the original brand, the attachment level was indicatednot to have significant influence upon extension evaluation. Finally, in case of the brand with consumer's high attachment level and even in case of inconsistentextension, the evaluation was seen to be likely more positive than the consistentextension in brand with low attachment level, but was indicated to have nosignificant influence.These findings are suggesting that analyzing a concept in the original brand andproperly making good use of an extension strategy lead to friendly evaluation ofconsumers' attitude toward the corresponding brand, and that the more in brand ofmaintaining strong emotional attachment to consumers leads to being able to bemore positively functioned consumers' evaluation in brand extension
The purpose of this study is to closely examine empirically the influence of brandconcept consistency and brand attachment upon consumers' brand extensionevaluation. For this research, the brand in prestige concept, the brand in functionalconcept, and the extension product in prestige concept, and the extension productin functional concept were selected. And then, targeting 182 men and women intheir 10s~50s, its correlation was surveyed.As a result of structural equation modeling analysis, first, the more positiveinfluence was shown upon the extension to the prestige product by the brand inprestige concept, and upon the extension to functional product by the brand infunctional concept. Second, in case of brand extension whose concept in extensionproduct is consistent with the original brand, it was indicated that the higherattachment level leads to having the more positive influence upon extensionevaluation. However, in case of inconsistent extension whose concept in extensionproduct is not consistent with the original brand, the attachment level was indicatednot to have significant influence upon extension evaluation. Finally, in case of the brand with consumer's high attachment level and even in case of inconsistentextension, the evaluation was seen to be likely more positive than the consistentextension in brand with low attachment level, but was indicated to have nosignificant influence.These findings are suggesting that analyzing a concept in the original brand andproperly making good use of an extension strategy lead to friendly evaluation ofconsumers' attitude toward the corresponding brand, and that the more in brand ofmaintaining strong emotional attachment to consumers leads to being able to bemore positively functioned consumers' evaluation in brand extension