지상파 네트워크의 수평적 브랜드 확장에 관한 연구

다국어 초록 (Multilingual Abstract)

As the number of the broadcasting platform increases between broadcasting and telecommunication, it becomes more competitive among channels as well as platforms. Recently, industrialists regarding broadcasting attach importance to the management of channel brand as a means to ensure superiority, especially constructed previous brand equity. The object of this study is to analyze factors affecting on brand extension strategy and offer strategic suggestions. This study sets up two research models and eight research hypotheses with using general and emotional model. The main survey applied virtual extension channels selected by a pretest. As a result, parent brand evaluation, brand portfolio quality variance, perceived fit, and viewer innovativeness significandy affected on viewer's evaluation of brand extension in both cases of general and emotional model. Parent brand evaluation also was found to affect on perceived fit. Accordingly, we provide several strategic suggestion based on results of this study. This study could confirm variables affected on brand extension evaluation and contribute to studies of media brand extension as increasing the validity of research results with using general and emotional model.

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