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http://dx.doi.org/10.5762/KAIS.2015.16.2.1054

Study on Brand Extension Evaluation of Consumer Preference and Brand Concept : Focused on Similarity  

Lim, Chae-Suk (Department of Product Design, Hyupsung University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.16, no.2, 2015 , pp. 1054-1063 More about this Journal
Abstract
This study is to verify the effect of similarity of expanded-product, brand concepts of parent-brands and implicit theory of customers on the brand-extension evaluation, in order to reduce the risk of brand extension. First, this research documents how the similarity between the parent-brands and expanded-products affect brand-extension evaluations as a main effect variable. Second, this study examines the moderating effect of the brand concepts of parent-brands on the brand-extension evaluation. Third, this research documents how implicit theories regarding personality affect consumer evaluations about the brand-extension. The study assumes and tests that consumers in the group of incremental theorists are more accepting of brand-extensions than consumers in the group of entity theorists. The result figures out the implicit theory customers has some moderating effect on the evaluations, yet the direction of the effects is contrary to expectations.
Keywords
Brand Concept; Brand Extensions; Evaluating Brand Extensions; Implicit Theory; Perceived Similarity;
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