브랜드확장 광고전략이 소비자의 대응확장제품 평가에 미치는 영향

The Influence of Brand Extension Advertising Strategy on Consumer s Evaluation of Counterextension Product

In this article, the author investigates the influence of advertising strategies of brand extension on the evaluation of brand counterextension product. The results are as follows. First, consumers are more favorable towards brand counterextension product when the previous brand extension is a success in relational advertising condition than elaborational advertising condition. Also, consumers are more unfavorable towards brand counterextension product when the previous brand extension is a failure in relational advertising condition than elaborational advertising condition. Second, in the case of the previous brand extension is a success, consumers evaluate favorably brand counterextension product in relational advertising condition than elaborational advertising condition. On the other hand, in the case of the previous brand extension is a failure, consumers evaluate favorably brand counterextension product in elaborational advertising condition than relational advertising condition. Based on these findings, theoretical and managerial implications, limitations, and future research directions are discussed.