브랜드 확장 시 쾌락적 혹은 실용적 제품과 서비스의 역할에 관한 연구

Evaluation of Brand Extensions: the Role of Hedonic and Utilitarian Products and Services

  Nowadays we live in the service society or service economy. The proportion of the service industry is growing very fast in our life and economy. Recently firm"s brands in service industry have been recognized as very useful and fruitful assets by using brand extensions. The previous studies mainly highlighted the brand extensions between product categories. Unlike them, this paper is focused on the brand extension between products and services.   In this article we examined the role of parent brand"s product attributes like hedonic and utilitarian in extending the parent brand to new service market. Consumer"s attitude toward the extension was higher when it was extended from hedonic products to hedonic services than when it was extended from hedonic products to utilitarian services. The reason is that consumers prefer a hedonic attribute to an utilitarian one in forfeiture choices. Consumers form higher attitudes when it was extended from utilitarian products to utilitarian services than when it was extended from utilitarian products to hedonic services because consumers prefer an utilitarian attribute to a hedonic one in acquisition choices.