Browse > Article
http://dx.doi.org/10.5850/JKSCT.2007.31.1.151

Fashion Brand Attachment and Attitudes Toward Brand Extension  

Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Woman's University)
Chang, Yoon-Kyung (Dept. of Clothing & Textiles, Sungshin Woman's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.1, 2007 , pp. 151-161 More about this Journal
Abstract
The purpose of this study was to examine the effects of fashion brand attachment on attitudes toward brand extension. Two hundred thirty-four female college students participated in this study. For this study, Bean Pole brand was selected for the example of brand extension through three pre-test. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, brand attachment was classified into three factors such as 'love', 'trust', and 'interest' factors. Second, attitudes toward brand extension were divided into two factors such as similarity of brand extension and purchasing intention. Generally, higher scores on brand attachment was correlated with higher scores on altitudes toward brand extension. Third, results revealed that generally 'love' and 'trust' factors had affected 'attitudes toward brand extension' or 'purchasing intention'. Fourth, among the three groups (heavy/middle/low) of brand attachment, the heavy group showed higher preference of brand extension attitudes. Based on these results, fashion brand marketing strategies would be suggested.
Keywords
Brand attachment; Brand extension; Similarity of brand extension; Fashion brand; Purchasing intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 성영신, 한민경, 박은아. (2004). 브랜드 성격이 브랜드 애착에 미치는 영향: 커뮤니티 몰입도에 따른 차이 비교. 한국심리학회지. 5(3) 15-34
2 오브제, 신규잡화브랜드 런칭. (2005, 5. 10). edaily. 자료검색일 2005, 5. 16 자료출처 http://news.empas.com
3 이종호, 김문태, 서민정. (2004) 소비자의 지각된 적합성 및 확장 브랜드 태도에 영향을 미치는 기업특성요인에 관한 연구. 대한경영학회, 42(2), 35-53
4 Kotler, P. (1991). Marketing management analysis, planning, implementation and control (7th ed.). New York: Prentice Hall, Inc
5 Land, V. & Jacobson, R. (1995). Sock market reactions to brand extension announcements: The effect of brand attitude and familiarity. Journal of Marketing, January, 63-77
6 Tauber, E. M. (1981). Brand franchise extentions: New products benefits from existing brand names. Business Horizons, 24(2), 37
7 홍성태, 강동균. (1997). 유사성, 지각된 품질 및 기업의 신뢰도가 상표확장제품 평가에 미치는 영향. 마케팅연구, 12(1), 1-25
8 손영석, 이진용, 채서일. (1996). 제품에 대한 소비자지식과 광고내용이 확장상표태 도에 미치는 영향에 관한 연구. 경영학 연구. 25, 1-28
9 이진용. (1993) 상표확장전략에 관한 고찰. 광고연구, 가을호, 27-49
10 Klink, R. & Smith, C. (2001). Threats to external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335   DOI   ScienceOn
11 Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positivemood on brand extension evaluations. Journal of Consumer Research, 26, 386-400   DOI   ScienceOn
12 Belk, R. (1988). Possession and the extended self. Journal of Consumer Research, 15(2), 139-169   DOI   ScienceOn
13 Fournier, S. (1998). Consumer and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-373   DOI   ScienceOn
14 Forney J. C, Park E. J., & Brandon L. (2005). Effects of evaluative criteria on fashion brand extension. Journal of fashion marketing and management, 9(2), 156-165   DOI   ScienceOn
15 Keller, K. L. & Aaker, D. A. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35-50   DOI   ScienceOn
16 Park, C. W., Sandra, M., & Robert, L. (1991). Evaluation of brand extentions: The role of product feature similarity and concept consistency. Journal of Marketing, 18(9), 185-193
17 Ball, J. & Tasski, A. (1992). The role of measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1(2), 155-172   DOI
18 안광호, 한상만, 전성률. (1999) 전략적 브랜드 관리. 서울: 학현사
19 Ahliwalia, R. & Gurhan-Canli, Z. (2000). The effects of extensions on the family brand name: An accessibility diagnosticity perspective. Journal of Consumer Research. 27(12), 371-381   DOI   ScienceOn
20 여준상. (1999) 성공하는 브랜드 확장 전략. 서울: LG경제 연구소
21 Thomson, M., Maclnnis, D., & Park, C. W. (2004). The ties that bind: Measuring the strength of consumer's emotional attachments to brands. Journal of Consumer Psychology, 12(3), 232-254
22 나이키 확장 브랜드. (2004, 10. 7). 중앙일보. 자료검색일 2005, 5. 14 자료출처 http://news.naver.com
23 Thorbjomsen, H. (2005). Brand extensions: Brand concept congruency and feedback effects revisited. Journal of product & brand management, 14(4),250-257   DOI   ScienceOn
24 Bowlby, J. (1979). The Making and Breaking of affectional bonds. Lonsontavistock
25 Broniarczyk, S. & Alba, J. (1994). The importance of the brand I brand extension. Journal of Marketing Research, 31, 214-228   DOI   ScienceOn
26 양윤주. (2003). 브랜드 확장시 브랜드 희석효과를 조절하는 변수들의 역할에 관한 연구. 마케팅연구, 18(4) 99-122
27 소비자는 브랜드를 구매. (2004). 중앙일보. 자료검색일 2005, 5. 14 자료출처 http://news.naver.com