• The Research Journal of the Costume Culture
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• v.16 no.2
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• pp.369-381
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• 2008

The objectives of this study are to observe the theoretical background of brand extension, to compare & analyze the cases of brand extension in Domestic and abroad based on the existing studies to present the characteristics of brand extension strategies, and to contribute to the establishment of marketing strategies of brand portfolio for the globalization of national brands. As for the methods of research, literature review and case study were combined. As a result of the case analysis, fashion business possessing a lot of brands have powerful competitiveness when they consider the brands as one unit and manage them with definition and insight to produce mutual synergy. Given that brand environment is being complicated and diversified with market segmentation, brand extension, various product groups, numbers of competitors, and complex distribution structure, the hierarchical structure of brand may have even more significance as a strategy.

• Asia Marketing Journal
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• v.15 no.4
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• pp.187-200
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• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.2
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• pp.143-156
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• 2014

Comprehensive programming channels are based on recognition of the parent company, their parent newspaper has increased brand awareness. In this paper, the comprehensive channels to look at the structure of the channel brand architecture, a certain brand of newspapers and comprehensive channels have a effect on the formation of the image of the channel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation 'Dong-A'. It is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with circumstances of their own parent corporates. Their parent brand of comprehensive channels give viewers a positive image and awareness of comprehensive channel brand. while building its own channel images, TV Chosun and Channel A Conservative extension of a certain brand marketers to be bound by the channel's image. Brand extension of comprehensive channels is to have the strength of their entry into the genre that is most likely higher.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.89-98
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• 2017

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

• Management & Information Systems Review
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• v.28 no.2
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• pp.1-19
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• 2009

In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. In conclusion, following results are deduced. First, hypothesis 1(H-1) refers to the relationship between image of extension brand and attitude of extension brand, and it shows path-coefficients value of 0.43, and t-value of 4.21 which supports the hypothesis statistically. Second, H-2 is the result of the analysis of relationship between attitude of extension brand and loyalty of extension brand and consequently the hypothesis is supported by the path-coefficients value of 0.29 and t-value of 3.08. The results of this study provided very useful information for both foodservice industry and academics. At first, in the theocratical point of view, this study suggests a new concept the foodservice brand extension. Consequently in marketing point of view, the results of this study recommend several strategies of foodservice brand extension using foodservice image, attitude and loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.7
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• pp.1124-1138
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• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• Journal of Fashion Business
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• v.6 no.4
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• East Asian Journal of Business Economics (EAJBE)
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• v.11 no.3
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• Human Ecology Research
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• v.55 no.4
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• pp.399-417
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• 2017

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.

• Fashion, Industry and Education
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• v.16 no.2
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• pp.30-39
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• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.