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http://dx.doi.org/10.5392/JKCA.2016.16.05.686

The Reciprocal Effects of a Previous Brand Extension and Follower Brand Extension's Market Performance on a Parent Brand of a Follower Brand's Extension Product  

Huh, Jong-Ho (서울여자대학교 경영학과)
Park, Hye-Kyung (사회복지공동모금회 나눔연구소)
Shin, Bong-Sub (경희사이버대학교 글로벌경영학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.5, 2016 , pp. 686-697 More about this Journal
Abstract
The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure)${\times}$2(follower brand extension's market performance: success vs. failure) between-subjects factorial design. The verification of the hypothesis is composed through 2-way ANOVA. As a result, the consumers' evaluation of the parent brand of a follower brand's extension product when the follower brand's extension succeed was more positive when the previous brand's extension has failed. However, when the follower brand's extension has failed, the consumers' evaluation of the parent brand of a follower brand's extension product was more negative when the previous brand's extension has succeeded.
Keywords
Brand Extension; Previous Brand's Extension; Follower Brand's Extension; Reciprocal Effect on a Parent Brand; Enhancement(dilution) Effect;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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