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지각된 브랜드 적합도가 브랜드 확장 및 브랜드 자산에 미치는 영향에 관한 연구 : 재벌과 특성화 기업을 중심으로
Over the several years, many companies have increased their effort and investments in development of a brand extension. Brand extension is the most important part of brand management because it can give eternal life to companies. Companies which have good brand extension plan can be competitive in the market. Preceding studies show perceived fit and Evaluation of brand extension have positive correlation. In case of many global companies, perceived fit works as a key of success in brand extension. So, even though large companies which have enough assets to extend their business into new market never try to extend their brand without profound research. However, market structure of korean market is a little bit different. Huge companies we call "Jaebul" have made great success continually. Despite lack of experience about new market, "Jaebul" companies grasp whole market with powerful public relations and advanced marketing strategies. On the contrast, some "Jaebul" companies defeated by small "David" companies. These small companies are armed with speciality. Speciality means deep managing and technical experience about a specific market. Specified companies exceed "Jaebul" companies with advanced market analysis and brand new technology. Looking over korean market situation, perceived fit should be evaluated by different way. So, a specific study about brand extension and perceived fit takes a very important role to know how do the customer evaluate extended brands and how do brand extension affect the customer's behavior. Because that shows important evidences in good brand management. Thus, empirical studies about brand extension and perceived fit must be carried out to brand marketing and communication strategy. This study examined the influence of perceived fit on brand extension and brand equity. Also, this shows the difference of influence depends on involvement and company type("Jaebul" or Specified company). First of all, pre-test was performed to choose estimate items and to make estimate questions. Also, FGI(Focus Group Interview) was carried out to select test companies and products. Result of pre-test and FGI, MP3 player for high involvement product and Premium ice cream for low involvement product were selected. Also Samsung("Jaebul" company) and I-river(Specified company) were selected for MP3 player company, Lotte("Jaebul" company) and TerreDeGlace(Specified company) were selected for premium ice cream company. After this process, perceived fit of each brand was estimated and correlation analysis was conducted between perceived fit of each brand and brand extension. Also, discrimination analysis was conducted between brand purchasing intention and brand equity. In results, For MP3 player, "Jaebul" company has correlation with brand extension. But specified company doesn't. As a result of discrimination analysis, brand recognition has influence on brand purchasing intension for "Jaebul" company and brand quality has influence on brand purchasing intension for specified company. In results, For Premium ice cream, "Jaebul" company has no correlation with brand extension. Also specified company neither. As a result of discrimination analysis, There was no conspicuous factor which has influence on brand purchasing intension for "Jaebul" company and brand recognition has influence on brand purchasing intension for specified company. Throughout this study, we generally shows influential correlations of perceived fit of brand, brand extension and brand purchasing intention depends on involvement of products. From these result, we can draw a set of implications for the practical business of MP3 player and Premium ice cream brands for marketers and advertisers.
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he barley crops has been traditional used for among farmers during the winter period, The aim of experiment was to study the yield of barley crops obtained from the second cut grasses and its an economics aspect. The species of barley used for the study was the Suwon No 31, the yondai No 89 and the Chaechon No 5. The time of seeding was at 15, 30, September and l5 October respectively. The distribution of experimental plots was the control (non cut), the first cut, (cutted at 10 March) and the second cut(cutted at 10 December and 10 March). The works were carried out for consecutive three years from 1965 to 1968. The summaries of experiment was as follows. 1. The yield of green fodder was larger when it was harvested the earlier growing stage. The second cut yield was the heavier than the first cut one. The yield of Chaecbon No 5 was the highest (P 0.01) compared with the other species of barley(P 0.01). 2. The yield of barley grain was the highest at 30 september seeding plot ompare to as 15 September one (P 0.01) and also it demonstrate five percent significant difference in comprison with 15 October one. The second year of barley grain yield obtained from the grass stage cut was the lower than the control. (P 0.05). However the yield of the first and the third year's cut was the lower than first cut (P 0.05) and there is no significant difference between the control and second cut plot. 3. When it was compared with the total amount of total digestive nutrient value between the 30 September seeding plot and the first cut and the second cut, the yield of the later plot grasses was the highest (P 0.01) and also each treatment demonstrate one percent and 5 percent significant difference respectively. However there was no significant difference between the species of barley. 4. The economical analysis demonstrate that there was mo significant difference between the barley specis differences. However the green stage grass cut plot caused the higher income than the controled plot, specially the second cut and 30 September seeding plot showed the highest income. Therefore it is recommended that to carry out grass cut the during early growing period of the late Autumn of and early Spring and the grasses can be used as green fodder to amimls and also the barley grains can be obtained thereafter. These will naturally brings the higher yield to per acre of ground and also the higher income, when it is planted the two weeks earlier than traditional farming way.
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