메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

Effects of Construal Level and Product Type on Evaluation of Brand Extension
Recommendations
Search
Questions

브랜드 확장에서 해석수준 및 제품유형의 효과

논문 기본 정보

Type
Academic journal
Author
Journal
Korea Business Association Journal of Business Convergence Vol.1 No.2 KCI Accredited Journals
Published
2016.11
Pages
31 - 36 (6page)
DOI
10.31152/JB.2016.11.1.2.31

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
Effects of Construal Level and Product Type on Evaluation of Brand Extension
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
In this study, we investigate how the interaction between brand concept (practical versus hedonic), construal level (high vs. low), brand extension type (sequential versus direct). In other words, we analyzed the controlling role of the construal level effect and the brand extension type in the brand concept, and studiedwhat process the consumer responds to.
The results of this study are as follows: First, direct expansion is more positive than sequential extension in practical reasoning. Second, in sub-reasoning, sequential more positive than direct extension. Third, it was found that the direct reasoning is more positive than the sequential extension at the higher reasoning when expanding fromthe hedonic brand concept. Fourth, it is confirmed that there is no difference between sequential and direct extension in lower reasoning.
#브랜드 컨셉 #브랜드확장(순차적 확장 #직접 확장) #해석수준 #brand concept #brand extension(sequential extension #direct extension) #construal level

Contents

Ⅰ. 서론
Ⅱ. 이론적 배경 및 가설의 설정
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌

References (26)

Add References
박기철 / 2008 / 브랜드 경영을 위한 가치 컨셉의 의미 제안 : 가치 컨셉의 관점에서 브랜드 컨셉이란 무엇인가? / 한국광고홍보학보 10(3):163~196 dbpia Aaker D. A. / 1990 / Consumer Evaluations of Brand Extensions / Journal of Marketing 54(1):27~41 google schola Bar-Anan Y. / 2006 / The Association Between Psychological Distance and Construal Level : Evidence From an Implicit Association Test / Journal of Experiment Psychology : General 135:609~622 google schola Barone M. J. / 2000 / The Influence of Positive Mood on Brand Extension Evaluations / Journal of Consumer Research 26(3):386~401 google schola Boush D. M. / 1991 / A Process-Tracing Study for Brand Extension Evaluation / Journal of Marketing Research 28(2):16~28 google schola

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

Satisfaction and Repurchase Intention on Day-marketing Participants of China’s Internet Shopping Mall
Li ,  Ning ,  Hwang Journal of Business Convergence 2016 .05
Housing: Return from Investment to Living
Na ,  June-Hee Journal of Business Convergence 2020 .06
The Effect of Need for Cognition on Evaluation about Brand Extension: Sub-brand Extension vs. Direct Brand Extension
Pan ,  Yong ,  Na Journal of Business Convergence 2018 .04
Relevance of the Link between the Purchasing Company through MRO Companies Selling Products
Shin ,  Yoon-kyung ,  Pa Journal of Business Convergence 2018 .04
Effects of Leadership Types of Airline Manager on Job Satisfaction and Service Recovery Performance
Shin ,  Yoon-kyung ,  Kahn Journal of Business Convergence 2018 .04

Recently viewed articles

What is Seoul for Us?
Choe Sang-Chuelundefined1994.09
 새로운 교육 아젠다의 과제
Inés Dussel, 이경민Institute of Latin American Studies2016.06
 A Study on the Improvement of Tax Support System on Family Business Succession
An, Sook-ChanDAEHAN Association of Business Administration, Korea2013.12
 Antioxidant Activity of Methanol Extracts from the Genus Lespedeza
Sang Min Kim, Yu-Jin Jung, Cheol-Ho Pan 외 1명The korean Society of Food Science and Nutrition2010.05

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2018-032-001907841