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http://dx.doi.org/10.6115/fer.2017.029

Effects of Consumer Propensity and Brand Attitude on Brand Extension Assessment: Focused on Easy Mobile Payment Services  

Lee, Seung Sin (Department of Global trade and Consumer, Konkuk University)
Lin, Hai Bo (Department of Consumer Information Science, Konkuk University)
Kim, Kyoung Young (Department of Consumer Information Science, Konkuk University)
Yu, Jiang Chuan (Department of Consumer Information Science, Konkuk University)
Lee, Young Hee (Industry-academy Cooperation Foundation, Chungwoon University)
Publication Information
Human Ecology Research / v.55, no.4, 2017 , pp. 399-417 More about this Journal
Abstract
The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.
Keywords
brand extension; consumer propensity; attitude; purchase intention;
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Times Cited By KSCI : 6  (Citation Analysis)
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