브랜드 확장시 서비스와 제품 간의 적합성과 소비자 태도에 관한 연구

Service and Product Fit and Consumer Attitude Toward Brand Extensions

Extending a powerful brand within and beyond the original product is considered to be profitable because it is already well-recognized and can lower new product introduction expenses. Although many academicians have investigated the determinants of brand extension success in products, the determinant of brand extension success in services has never been examined in the marketing literature. Thus, the purpose of this study is to examine the customer’ attitude toward brand extension from service brand to product brand. To investigate the determinant of brand extension success, we divided brands into a symbolic and functional brand. Total three hundred twelve participants were randomly assigned to the manipulated condition. In this study, the experimental results are as follows: First, consumers represent more positive attitudes when the symbolic image of service brand extends the same image product brand. Second, customers have positive attitude when the functional image of service brand extends to functional image product brand. This study may provide a useful tip when a powerful service brand extends to business in products.