International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
권호 표지

Types of Brand Extension and Leverage Effects of Brand Image in the Korean Apparel Market

  • Lee, Ji-Yon (Galleria Department Store) ;
  • Rhee, Eun-Young (Department of Clothing and Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Department of Clothing and Textiles, Seoul National University)
  • Published : 2003.06.01
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Abstract

This study examines apparel brand extensions in terms of types and leverage effects. The researchers identified types of apparel brand extensions based on recent data gathered from the Korean apparel market. Three hundred forty eight Korean female subjects in their 20's evaluated three hypothetically extended brands from a major casual brand which actually exists in the Korean market. Major findings of the study follow. First, apparel brands are extended to different product categories by adjusting mostly target profiles as well as product usage, product class, and distribution channel. Secondly, leverage effects, the extent of image transfer from the parent brand to extended brands, are different according to the extension types.

Keywords

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