DOI QR코드

DOI QR Code

How consistency of brand image and advertising image for parent and extended brands affects brand attitude

모 브랜드와 확장된 브랜드의 브랜드 이미지, 광고 이미지 일치도에 따른 브랜드 태도

  • Lee, Hyun-Jung (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University)
  • Received : 2013.07.10
  • Accepted : 2013.08.20
  • Published : 2013.08.31

Abstract

This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers' brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui, which have extended brands in the clothing and cosmetics areas. In terms of consumers' perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers' preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers' recognition of brand image through advertising, the more positive was their attitude toward the brand.

Keywords

References

  1. Aaker, D. A., & Keller, K. L.(1990). Consumer evaluation of brand extensions. Journal of Marketing, 54(1), 27-41. https://doi.org/10.2307/1252171
  2. Blackwell, R. D., Miniard, P. W., & Enger, J. F.(2006). Consumer behavior (10th Global ed.). OH: Thomson Higher Education.
  3. Choi, J. S., & Jeon, J. O.(2008). The effects of the congruence between cosmetic advertising image and self-image on consumer attitudes. Journal of the Korea Home Economics Association, 46(7), 35-45.
  4. Choi, J. S., & Jeon, J. O.(2009). The effects of similarity and brand fit of extension type on beauty brand attitude. Journal of the Korean Society of Clothing and Textiles, 33(8), 1293-1305. https://doi.org/10.5850/JKSCT.2009.33.8.1293
  5. Chung, M. S.(2002). The effect of fashion brand awareness and brand loyalty on brand expansion. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
  6. Hong, S. H., & Kim, M. Y.(2008). The difference between original brands and extended brands in images and preference of overseas fashion luxury goods. Journal of the Korean Society of Clothing and Texiles, 32(10), 1640-1650. https://doi.org/10.5850/JKSCT.2008.32.10.1640
  7. Im, S. K., & Yu, J. H.(2010). A study on the brand expansion strategy of fashion industry: The effect of the main brand on the second brand. The Research Journal of the Costume Culture, 18(3), 452-464. https://doi.org/10.29049/rjcc.2010.18.3.452
  8. Keller, K. L.(1993). Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing, 57(1), 1-22.
  9. Kim, C. H., Lee, S. B., & Oh, S. H.(2011). The effect of story type on consumer's attitude toward brand: Focused on the FCB grid model. The Korean Journal of Advertising, 22(2), 153-176.
  10. Kim, E. Y., & Park, E. J.(2012). Perceived fit and brand value transfer in luxury fashion brand extension. Korean Journal of Human Ecology, 21(1), 151-163. https://doi.org/10.5934/KJHE.2012.21.1.151
  11. Kim, J. H., & Lee, J. H.(2010). The effect of brand exposure and the brand sensitivity of consumers on the attitude of the private brand products of fashion retailers. Journal of the Korean Society of Clothing and Textiles, 34(3), 459-471 https://doi.org/10.5850/JKSCT.2010.34.3.459
  12. Kim, J. H., & Lee, Y. R.(2011). Influence of perceived similarity on fashion brand extension: Exploring the moderating effect of brand relationship quality. Journal of the Korean Society of Clothing and Textiles, 35(7), 721-753. https://doi.org/10.5850/JKSCT.2011.35.7.721
  13. Kim, S. K.(1994). The advertising effects of clothing merchandise: The congruency effects of self-image and advertising image on college women student. Unpublished doctoral dissertation, Ewha Womans University, Seoul, Korea.
  14. Kotler, P., & Armstrong, G.(2012). Principles of marketing (14th Global ed.). London: Pearson Higher Education.
  15. Kwak, J. H., & Hwang, S. J.(2011). The influences of dominant brand in the extension product category on consumer attitude about fashion brand extension. Journal of the Korean Society of Costume, 61(10), 89-103.
  16. Lee, D. H.(2002). 광고론: 통합적 광고 (2nd ed.) [Advertising theory: Integrated advertising]. Seoul: Pakyoungsa.
  17. Lee, H, S., & Ahn, K. H.(1992). Consumer behavior: Marketing strategy perspectives. Seoul: Bobmunsa.
  18. Lee, H. J., & Kim, M. Y.(2006). Make-up preference image differences depending on clothing preference image group. Journal of the Korean Society of Clothing and Textiles, 30(4), 655-661.
  19. Lee, H. S., & Kim, J. S.(1999). Assessing the roles of consumer characteristics and perception as moderators of brand extension effects. Journal of Korean Marketing Association, 14(2), 23-44.
  20. Lee, S. C., & Huh, N. I.(2006). The effects of brand extension on attitude transfer: The role of product feature similarity and brand concept consistency in product involvement situation. Korean Corporation Management Review, 13(2), 227-250.
  21. Lee, S. H., & Chang, Y. K.(2007). Fashion brand attachment and attitudes toward brand extension. Journal of the Korean Society of Clothing and Textiles, 31(1), 151-161. https://doi.org/10.5850/JKSCT.2007.31.1.151
  22. Lee, S. H., Park, J. L., & Noh, Y. N.(2008). The influence of congruence between fashion brand image and advertising image on advertisement effects in multi-channels. The Korea Society of Craft, 11(4), 1-18.
  23. Lee, W. Y., & Lee, M. H.(2002). The effect of advertising strategy on consumer attitudes toward extension product: The influences of perceived fit of brand extension. Korean Marketing Review, 17(3), 93-122.
  24. Park, C. W., Jaworski, B. J., & Maclnnis, D. J.(1986). Strategic brand concept‐image management. Journal of Marketing, 50(4), 135-145. https://doi.org/10.2307/1251291
  25. Park, C. W., Milberg, S., & Lawson, R.(1991). Evaluation of brand extensions: The role of product level similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193. https://doi.org/10.1086/209251
  26. Rhee, E. Y.(1997). Fashion marketing (2nd ed.). Seoul: Kyomunsa.
  27. Rhee, Y. J.(2008). Effect of attitude towards parent brand on extended fashion product in fashion brand extension. Journal of the Korean Society for Clothing Industry, 10(4), 506-514.
  28. Rhee, Y. J.(2009). Difference in extended products evaluation by consumer innovativeness and similarity of product category for apparel brand extension. Journal of the Korean Society of Clothing and Textiles, 33(10), 1622-1632. https://doi.org/10.5850/JKSCT.2009.33.10.1622
  29. Shim, S. W.(2004). Advertising effects in brand extension: The artificial link between the parent and extension product. The Korean Journal of Advertising, 15(5), 131-151.
  30. Shin, D. W.(2012). The impact of fit of brand ex tensions on the frrdback effect: Focused on ad strategy and brand concept. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
  31. Smith, D. C., & Park, C. W.(1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3), 296-313. https://doi.org/10.2307/3172741
  32. Xiao, W. W.(2009). An empirical study on the effects of brand image upon brand attitude and purchase intention : On the subordinate factors of brand image. Unpublished master's thesis, Kangnam University, Gyeonggi-do, Korea.