Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Influence of Perceived Similarity on Fashion Brand Extension -Exploring the Moderating Effect of Brand Relationship Quality-

지각된 유사성이 패션 브랜드 확장효과에 미치는 영향력에 있어서 소비자-브랜드 관계 질의 조절효과

  • Kim, Joo-Hyun (Envision FC Inc.) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 김주현 (주)엔비젼에프씨) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2010.12.23
  • Accepted : 2011.04.07
  • Published : 2011.07.31
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Abstract

This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.

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References

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