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http://dx.doi.org/10.14400/JDC.2018.16.6.163

The Role of Intellectual Property Belief between Brand Concept and Brand Extension: Focusing on Mediated Moderation of Thinking Style  

Lee, Suntaek (Dept. of Business Administration, Kumoh National Institute of Technology)
Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
Publication Information
Journal of Digital Convergence / v.16, no.6, 2018 , pp. 163-173 More about this Journal
Abstract
The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.
Keywords
Brand concept; Patent belief; Trademark belief; IP belief; Brand extension; Thinking style;
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Times Cited By KSCI : 2  (Citation Analysis)
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