아는 사람들은 모브랜드와 비유사한 확장제품을 선호한다:소비자들의 지식수준이 브랜드 확장에 미치는 영향 = Experts Prefer Dissimilar Extended-product: The Effects of Consumer' Prior Knowledge on Brand Extensions

국문 초록 (Abstract)

본 연구는 소비자들의 사전지식의 정도에 따라서 선호하는 브랜드 확장 유형이 다른지 이론적 근거를 바탕으로 연구되었다. 실험 1에서는 실제 브랜드를 이용하여, 소비자들의 사전지식의 정도에 따라서 모브랜드와 유사하게 확장된 제품과 모브랜드와 비유사하게 확장된 제품 중 어떠한 제품을 더욱 긍정적으로 평가하고, 구매할 의향이 높은지 살펴보았다. 그 결과, 사전지식이 낮은 초보자는 유사하게 확장된 제품을 비유사하게 확장된 제품보다 상대적으로 호의적인 태도 및 구매의향을 보인 반면, 사전지식이 높은 전문가는 비유사하게 확장된 제품을 유사하게 확장된 제품보다 더욱 호의적인 태도 및 구매의향을 보였다. 실험 2에서는 가상브랜드를 이용하여, 실험 1의 결과 재현 및 이러한 현상이 나타나는 심리적 기제 (mechanism)가 무엇인지 살펴보았다. 이러한 결과는 브랜드 확장의 이론적 기여 및 기업의 신제품 개발 시 소비자의 유형 별 효율적인 브랜드 확장 방법을 제시해주고 있다.

다국어 초록 (Multilingual Abstract)

The current research investigated the effect of consumer' prior knowledge on brand extensions. In other words, it is difference that they prefer type of brand extension between novice and expert. In experiment 1, using real brand, when participants showed print advertisement about new product(brand extended product), novices evaluated favorable similar extended-product more than dissimilar extended-product, whereas experts evaluated favorable dissimilar extended-product more than similar extended- product. Also, novices purchased similar extended-product more than dissimilar extended-product, whereas experts purchased dissimilar extended-product more than similar extended-product. In experiment 2, using fictitious brand, replicated results of experiment 1 and investigated mechanism of this phenomenon. This is, experts have cognitive flexibility more than novices, so that experts prefer dissimilar extended product more than similar extended product. Applied to results of current research, marketers may be able to improve effectiveness of the marketing strategy such as brand extension in order for new product's development.

목차 (Table of Contents)

• I. 서 론
• II. 이론적 배경 및 가설 설정
• III. 실험 1: 현상 확인
• IV. 실험 2
• V. 결 론

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