확장 브랜드의 유명 광고 모델이 모브랜드의 이미지에 미치는 영향에 관한 연구

The Effect of the Celebrity Endorser in an Extended Brand on its Parent Brand Image

When firms extend their brands, they are able to reduce both marketing efforts and financial risks by virtue of their parent brand equity. In the process of brand extension, the company should try to build detail strategies for new brands because an extended brand can make an effect on its parent brand in strengthening and diluting. Brand image is one of the main factors to establish brand equity. Advertising is a major element for defining brand images. Above all, a celebrity endorser is the one of the most important factors. The object of the study is to investigate the effect of a celebrity endorse in an extended brand on its parent brand. To examine the effect of a celebrity endorse in an extended brand on its parent brand. we divided brands into a symbolic group of brands and a functional group of brands. When a firm extends its brand similarly, attractiveness and creditability are designated as the variables by the effective factor of brand images. In this experiment, “Montblanc” is designed as the symbolic brand and “Franklin planner” is designed as the functional brand. The high attractive model who makes an effect to the measure of symbolism is assigned to “Jang Dong-gun” and the low attractive model is selected as “Lee Mun-sic.” On the other hand, the high creditable model who makes effect to measure of functionalism is chosen to “Son Suck-hee”, and the low creditable model presents “Lee Oi-soo.” The results of this study show that the symbolic parent brand is changed by model s attractiveness. The high attractive model can make parent brand image more positive. In addition, functional parent brand is also changed by model’s creditability. The high creditable model can make parent brand image more effective. This study may help many companies build their brand extension strategies.