Browse > Article

Effect of Attitude towards Parent Brand on Extended Fashion Product in Fashion Brand Extension  

Rhee, Young-Ju (Dept. of Clothing, Sungshin Women's University)
Publication Information
Fashion & Textile Research Journal / v.10, no.4, 2008 , pp. 506-514 More about this Journal
Abstract
The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.
Keywords
brand extension; attitude; risk; purchase intention;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
연도 인용수 순위
1 이상무. (2007). Cross Gender 브랜드 확장에서의 남녀차이에 관한 연구. 고려대학교 대학원 석사학위 논문
2 이호정. (2000). 패션머천다이징. 교학연구사
3 Aaker, D. A. (1990). Brand extensions: The good, the bad, and the ugly, Sloan management Review (Summer), 47-56
4 Bauer, R. A. (1960). Consumer behavior as risk taking, in Hancock, R. S., ed. Dynamic Marketing of a Changing World, Chicago: American Marketing Association, pp. 387-398
5 Milberg, S. J., Park, C. W., & McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies, Journal of Consumer Psychology, 6(2), 119-140   DOI
6 윤남희, 이은영. (2007). 의류제품 소비자의 상표태도와 상표충성행동에 관한 연구. 한국의류학회지, 31(7), 1030-1041   과학기술학회마을
7 최선형. (1993). 의류제품에 대한 감정적 반응이 태도형성에 미치는 영향. 서울대학교 대학원 박사학위 논문
8 홍성태, 강동균. (1997). 유사성, 지각된 품질 및 기업의 신뢰도가 상표확장제품 평가에 미치는 영향. 마케팅연구, 12(1), 1-25
9 Schiffman, L. G., & Kanuk, L. L. (1994). Consumer Behavior. New Jersey; Prentice Hall, Inc.
10 Allport, G. W. (1935). Attitude. A Handbook of Social Psychology, Clark Univ. Press, Worcester, Mar. 798-844
11 이은영. (1997). 패션마케팅. 서울: 교문사
12 조오순, 류은정. (2005). 인터넷 쇼핑가치가 의류 제품의 인터넷 쇼핑행동에 미치는 영향 -쇼핑몰 속성지각과 위험지각을 중심으로- 복식문화학회지, 13(2), 209-220
13 Fazio, R. H., Powell, M. C., & Williams, C. J. (1989). The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research, 16(3), 280-288   DOI   ScienceOn
14 이승희, 장윤경. (2007). 패션 브랜드애착이 확장된 브랜드 태도에 미치는 영향. 한국의류학회지, 31(1), 151-161   과학기술학회마을
15 Tauber, E. M. (1981). Brand franchise extentions: New products benefits from existing brand names. Business Horizons, 24(2), 37
16 김찬주. (1995). 의복상품특성에 따른 소비자 위험지각 및 위험감소 행동에 관한 연구. 한국복식학회지: 복식, 25, 41-62
17 Gibbon, J. (1967). Family branding and consumer choice, Journal of Advertising Marketing Research, 4(August), 94-111   ScienceOn
18 김찬주. (1992). 의복구매시 소비자가 지각하는 위험지각에 관한 연구. 동국대학교 대학원 박사학위 논문
19 Boush, D. M. & Loken, B. (1991). A process-tracing study of brand extension evaluation, Journal of Marketing Research, 28, 16-28   DOI   ScienceOn
20 이진용. (1993), 상표확장전략에 관한 고찰, 광고연구, 20
21 Aaker, D. & Keller, K. (1990). Consumer evaluations of brand extensions, Journal of Marketing, 54(January), 27-41   DOI   ScienceOn
22 안광호, 황선진, 정찬진. (1995). 패션마케팅. 서울: 수학사
23 황진숙, 정정현. (2005). 인터넷쇼핑 및 TV홈쇼핑 위험지각에 따른 의복쇼핑성향, 구매의도, 구매행동. 한국의류학회지, 29(5), 637-648   과학기술학회마을
24 Keller, K. L. & Aaker, D. A. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35-50   DOI   ScienceOn
25 Smith, D. D. & Park, C. W. (1990) An examination of the effects of shared brand names on marketing costs and sales. Working paper, School of Business, Univ. of Wisconsin
26 Aker, D. A. (1992). 브랜드자산의 전략적 관리(편집부 면 역), 마케팅 커뮤니케이션 연구회, 나남
27 Cohen, J. B. & Reed II, A. (2006). A multiple pathway anchoring and adjustment (MPAA) model of attitude generation and recruitment. Journal of Consumer Research, 33(1), 1-15   DOI   ScienceOn
28 Chattopadhyay, A. & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27, 466-476   DOI   ScienceOn
29 안광호, 이진용. (1997). 브랜드파워, 한국언론자료간행회
30 이은옥. (2002). 기존 및 확장브랜드의 텍스타일 패턴디자인 개발유형 비교 연구 -이태리 패션브랜드를 중심으로- 복식문화연구, 10(2), 146-159
31 Peter, J. P. & Ruan, M. J. (1976). An investigation of perceived risk at the brand level, Journal of Marketing Research, 13(May), 184-188   DOI   ScienceOn
32 Kilbourne, W. E. (1986). An exploratory study of sex role stereotyping on attitude toward magazine advertisement. Journal of the Academy of Marketing Sciences, 14(4), 43-46   ScienceOn
33 옥선경. (1985). 의복구매시 지각하는 위험유형과 정보원 활용과의 관계. 서울대학교 대학원 석사학위 논문
34 Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control (8th ed). Prentice Hall, Inc., p.402
35 Taylor, J. W. (1974). The role of risk in consumer behavior, Journal of Marketing, 40(August), 54-60
36 라선아. (2003). Service loyalty 형성과정의 Dual Path 모형에 관한 연구: Intrinsic Path와 Extrinsic Path의 상대적 영향을 중심으로. 서울대학교 대학원 박사학위 논문
37 Hem, L. E., Chernatony, L., & Iversen, N. M. (2003). Factors influencing successful brand extensions, Journal of Marketing Management, 19, 781-806   DOI
38 Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93   DOI   ScienceOn
39 김한나, 이은영. (2005). 신규 패션브랜드 평가속성에 대한 소비자 위험지각과 정보탐색에 관한 연구. 한국의류학회지, 29(5), 727-736   과학기술학회마을
40 Jacoby, J. & Kaplan, L. (1972). The components of perceived risk, Proceedings from third annual conference, Association for Consumer Research, 19, 382-393
41 Voss, K. E., Spangenberg, E. R., & Grohman, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320   DOI   ScienceOn
42 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
43 신민경, 정순희, 여윤경. (2004). 인터넷 쇼핑몰에서의 소비자의 위험 지각과 정보탐색에 관한 연구. 대한가정학회지, 42(9), 195-212
44 이영주. (2007). 위험지각 측면에서의 의복관여와 온라인 충동구매행동의 상관관계에 관한 연구. 한국의류학회지, 31(12), 1733-1741   과학기술학회마을
45 최미영, 이은영. (2006). 유통업체 의류 상표에 대한 소비자 태도 형성. 한국의류학회지, 30(8), 1210-1221   과학기술학회마을