Earticle

초록

한국어

본 연구에서는 동일제품범주에 있는 여러 상표들을 여러 다른 제품범주에 동시에 상표를 확장하였을 때에 상표확장의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 및 목표유사성이 확장상품의 구매의도에 어떤 영향을 미치며, 상표연상의 전형성, 현저성 그리고 지배성이 확장상품의 구매의도에 어떤 영향을 미치 는지를 알아보고자 하였다. 그리하여 확장상품의 구매의도에 대해 적합성 요소들과 상표연상들을 회귀분석 하였다. 본 연구에서 나타난 주된 결과는 다음과 같다. 첫째, 회귀분석 결과에서 상표연상의 적합성 요소들인 속성유사성, 사용유사성, 개념유사성 그리고 목표유사성들이 확장상품의 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한 상표연상들은 지배성을 제외하고 전형성과 현저성이 확장상품의 구매의도에 정적으로 유의하게 영향을 미치는 것으로 나타났다. 둘째, 상표확장의 적합성 요소들과 상표연상들 가운데에서 개념유사 성이 확장상품의 구매의도에 가장 많은 영향을 미치는 것으로 나타났다. 그 외 속성유사성, 사용유사성 및 목표 유사성은 거의 동일한 수준으로 확장상품의 구매의도에 영향을 미치는 것으로 나타났으며, 상표연상의 전형성 보다 상표연상의 현저성이 확장상품의 구매의도에 더 많은 영향을 미치는 것으로 나타났다. 셋째, 다차원척도 분석에서 확장상품의 구매의도와 개념유사성이 거의 일치하는 것으로 나타났다. 다차원척도분석에서 여러 확장상품들은 적합성 요소들과 구매의도에서 각기 다른 위치를 차지하는 것으로 나타났다

영어

This study is mainly focused on brand extension elements. This study is classify brand extension elements into brand associations (brand typicality, brand salience and brand dominance) and extension fitness (features similarity, usage similarity, concept similarity and goal similarity). This study investigated effects of brand fitness elements and brand associations on purchase intention of extension products. The main results of this study is following. First, the extension fitness elements (feature similarity, usage similarity, concept similarity and goal similarity) have influenced significantly on purchase intention of extension products. And typicality and salience of brand associations have influence significantly on purchase intension of extension products, but dominance of brand associations have not influence significantly on purchase intension of extension products. Second, brand concept similarity have the most influence on the purchase intention of extension products. Feature similarity, usage similarity and goal similarity have influenced almost equally on purchase intension of extension products. And typicality of brand associations have more influence than salience of brand associations on purchase intension of extension products. Third, Brand concept consistency have the same vector with extension products purchase intention in MDS analysis. Fourth, the brands used in this paper are much popular so maybe consumers think extension products are real existence. If it is real the results are too much reflect mother brand power. In past papers presented significant difference of interaction effects of feature similarity and concept consistency, feature similarity and goal congruency and concept consistency and goal congruency on brand extension. Feature similarity affected more low concept consistency than high concept consistency on purchase intention of brand extension. Also, feature similarity affected more low goal congruency than high goal congruency on purchase intention of brand extension. But concept consistency affected more high goal congruency than low goal congruency on purchase intention of brand extension. And in the other view point, as past paper, participants did not present significant difference in purchase intension of brand extension according to degrees of feature similarity, concept consistency and goal congruency. Concept consistency did not affect on purchase intention of brand extension in low goal congruency. Concept consistency affected on purchase intention of low feature similarity but did not affect on purchase intention of high feature similarity in high goal congruency. Feature similarity did not affect on purchase intention under high concept consistency and high goal congruency. Goal congruency facilitated more concept consistency than feature similarity in brand extension. Finally we have similar research and papers. But the results are don't have same or similar result. Besides a certain paper show reversw result. So we have to fulfill following research in these themes. After making and controlled result, the papers about brand extension are more useful and worth.

목차

국문 요약
 I. 서론
  1.1 상표연장의 적합성
  1.2 상표연상
  1.3 상표연상의 지배성
 II. 연구가설
  2.1 상표확장의 적합성에 대한 연구가설
  2.2 상표연상의 연구가설
 III. 연구방법
  3.1 조사대상
  3.2 상표와 제품의 선정
  3.3 측정도구와 조작적 정의
 IV. 연구결과
  4.1 확장상품의 구매의도에 대한 회귀분석
  4.2 다차원척도분석 ( MDS )
 V. 결론및 요약
 VI. 시사점 및 제한점
 참고문헌
 Abstract

저자

• 이성철 [ Lee, Sung Chul | 강남대학교 실버산업학부 조교수 ]

참고문헌