A Study on Determinants of Trial Intension toward Brand Extensions

확장브랜드 제품의 시용의도에 영향을 미치는 요인에 관한 연구

Purpose - This study aims to examine the effects of major influential variables on trial intension toward brand extensions. Specifically, this research focuses on understanding effects of attitude toward parent brand as an antecedent and perceived similarity and product experience as moderator to enhance trial intention toward the extended products. Research design, data, and methodology – This research explores how consumer attitude toward parent brand influence on trial intension of the extended brands and fines out the moderating roles of perceived similarity and the experience of the parent brand between attitude toward parent brand and the trial intension of extended brand. Results - The experimental findings show that (1) attitude toward parent brand can affect trial intension of the extensions, (2) the relationship between attitude toward parent brand and extensions can be moderated by perceived similarity, and (3) the relationship between attitude toward parent brand and the extensions can also be moderated by experience of parent brand. Conclusions - The consumer attitude toward parent brand can be moderated by perceived similarity, and enhance trial intention toward the extended products.