Earticle

초록

영어

In the real business environment, most of the brand extension has occurred more than once. In other words, if you see one of brand extension success in the market, it is common case that competitor’s follower brand extension occurs sooner or later. Nevertheless, previous studies are limited to a solitary brand extension situation has been an ongoing research to expand the brand advertising strategy. Therefore, the studies, it is difficult to offer effective advertising strategies in a number of actual follower brand extension. In order to overcome the gap between real business situations, this study expands the scope of research on brand extension’s advertising strategy by the follower brand extension situation. Furthermore, the market performance of the pioneer brand extension and the advertising strategy of the follower brand extension looked at how this affects the consumer’s evaluation of the follower brand extension’s product. To test our predictions, we conducted a 2(pioneer brand extension’s market performance: success/failure) × 2(follower brand extension’s advertising strategy) between-subjects factorial design. As a result, we studied the desirable follower brand extension's advertising strategy based on innovation level of follower extension product. The results provide the following managerial implications. If the pioneer brand extension’s product has succeeded, consumer’s evaluation about imitative follower extension product was more favorable when the following brand extension’s advertising strategy was relational advertising. On the other hand, if the pioneer brand extension’s product has failed, consumer’s evaluation about innovative follower extension product was more favorable when the following brand extension’s advertising strategy was elaborational advertising. In conclusion, this study suggests the important advertising strategy to the marketing manager who is planning a follower brand extension. First, it is enough to consider a change of category similarity due to the market performance of pioneer brand extension. Then, it suggests that it is necessary to select advertising strategy of follower brand extensions.

목차

I. 서론
 II. 이론적 배경 및 가설의 설정
 III. 연구방법
 IV. 분석결과
 V. 결론 및 논의
 참고문헌
 Abstract

키워드

저자

• 천부기 [ Cheun, Bu-Gi | 박사과정, 서울벤처대학원대학교 융합산업학과 ] 주저자
• 정지범 [ Jung, Ji-Bum | 팀장, 정보통신기술진흥센터 전략산업팀 ]
• 김경호 [ Kim, Kyung-Ho | 조교수, 계명대학교 경영학과 ]
• 허종호 [ Huh, Jong-Ho | 부교수, 서울여자대학교 경영학과 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국창업학회지 [Journal of the Korean Entrepreneurship Socieity]

• 간기

  격월간

• pISSN

  2092-8068

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658