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http://dx.doi.org/10.22156/CS4SMB.2019.9.4.059

The Effect of Attitude toward Parent Brand on Trial Intention of Brand Extensions and the Moderating Role of Perceived Similarity and Consumption Experience of Parent  

Park, JI-Yeon (Institute of Entrepreneur Management, University of Ulsan)
Publication Information
Journal of Convergence for Information Technology / v.9, no.4, 2019 , pp. 59-67 More about this Journal
Abstract
Most of the prior researches in brand extension evaluation have utilized purchase intention as a n effective variable to assess the effectiveness of brand extensions. In contrast, the author proposes that trial intention is to better predict consumers' behavioral response in the newly launched brand extension markets where relate to high risk and uncertainty. Furthermore, the study explores the effects of attitude toward parent brand and consumers' characteristics (perceived similarity and consumption experience) on trial intention of brand extensions. In order to achieve the purpose of the study, the data collection was conducted for actual consumers who had experience using parent brand products. This study employed experiment and questionnaire survey and collected data of 186 was analyzed using clustering analysis and regression analysis. The main results are as follows. First, attitude toward parent brand has a positive effect on trial intention of the extensions. Second, perceived similarity and consumption experience of parent brand have moderating effects on the relation of attitude toward parent brand and trial intention of brand extensions. The results provide that both industry and academic researchers with a guide to process trial intention of brand extension from a comprehensive perspective.
Keywords
Brand Extension; Trial Intention; Attitude towards Parent Brand; Perceived Similarity; Consumption Experience of Parent Brand;
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Times Cited By KSCI : 1  (Citation Analysis)
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