모 브랜드의 제품유형 및 관여유형이 일치·불일치 확장브랜드 평가에 미치는 영향 = The Influence of Product Types and Consumer Involvement on Consistent and Inconsistent Brand Extensions

국문 초록 (Abstract)

본 연구는 브랜드 확장의 단점에도 불구하고 마케팅의 효과 및 효율측면에서 항상 고민하는 마케터들이 전략적으로 브랜드확장을 꾀하고자 할 때, 브랜드확장의 위험을 줄이고 성공가능성을 높이는데 일조하고자 실시되었다. 특히 본 연구는 제품유형을 실용제품과 쾌락제품으로 구분하고, 모 브랜드의 제품유형과 일치하는 제품유형으로 브랜드 확장을 하는 경우와 불일치하는 제품유형으로 확장하는 경우에 소비자가 확장 브랜드에 대하여 보이는 반응을 조사하였다. 연구결과에 따르면, 모 브랜드의 제품유형과 일치하는 제품유형으로 확장한 브랜드가 불일치하는 제품유형으로 확장한 브랜드보다 소비자에게 보다 긍정적으로 평가를 받았다. 또한 브랜드확장 전략 수행 시 모 브랜드와 제품유형을 일치시키는 것이 모 브랜드의 제품유형이 쾌락제품일 경우보다 실용제품일 경우 더욱 중요한 것으로 나타났다. 여기에서 나아가 소비자가 몰입하는 인지적 또는 감성적 관여유형에 따라 브랜드확장에 대한 소비자의 평가는 모 브랜드의 제품유형 및 일치?불일치 확장유형에 따라 달라질 수 있음을 알 수 있었다.

다국어 초록 (Multilingual Abstract)

This study investigates the influence of the mother brand's product types on the consumers' brand evaluations on consistent and inconsistent brand extensions. The study shows that brand extensions consistent with the mother brand's product type have better brand evaluations than inconsistent brand extensions. The study also shows that brand extensions consistent with utilitarian mother products are much more important than consistent brand extensions with hedonic mother brands. Furthermore, results show that the types of consumer involvement influence the consumers' brand evaluations by interacting with types of mother brands and consistency of brand extensions.

목차 (Table of Contents)

• 요약
• Ⅰ. 연구의 배경 및 목적
• Ⅱ. 이론적 배경 및 선행연구 검토
• Ⅲ. 가설설정
• Ⅳ. 방법론
• Ⅴ. 연구결과
• Ⅵ. 결론
• 참고문헌
• Abstract

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