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http://dx.doi.org/10.5850/JKSCT.2011.35.7.721

Influence of Perceived Similarity on Fashion Brand Extension -Exploring the Moderating Effect of Brand Relationship Quality-  

Kim, Joo-Hyun (Envision FC Inc.)
Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.35, no.7, 2011 , pp. 721-735 More about this Journal
Abstract
This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.
Keywords
Brand extension; Perceived similarity; Functional attribute; Symbolic attribute; Brand relationship quality;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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