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http://dx.doi.org/10.5392/JKCA.2011.11.11.378

Influence of Product Similarity between Parent Brand and Extended Brand on Extended Product Evaluation - Focus on Franchise Brand -  

Kim, Ki-Suk (숭실대학교 중소기업대학원)
Shin, Bong-Sup (경희사이버대학교 글로벌경영학과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.11, 2011 , pp. 378-389 More about this Journal
Abstract
This study scrutinizes the similarity difference between parent brand product and extended brand product of franchise business and its effect on the attitude toward extended brand product. Results showed that the similarity difference is appeared according to product extended. The cognitive attitude and the behavioral attitude toward similarity difference are also appeared to be different as high in product similarity leads to high in both cognitive and behavioral attitude. The result also showed that the food similarity compare to the technological similarity has higher impact on attitude. These study results provided a significant insights in brand extension strategy of franchise business.
Keywords
Parent Brnad Product; Extended Brand Product; Similarity; Attitude;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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