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논문 기본 정보

자료유형
학술저널
저자정보
유세란 (경희대학교) 전현모 (동국대학교)
저널정보
한국외식산업학회 한국외식산업학회지 한국외식산업학회지 제18권 제4호(통권 제57호)
발행연도
2022.12
수록면
235 - 249 (15page)

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연구주제
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연구배경
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초록· 키워드

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This study investigates components of perceived fit were categorized into product-level similarity and brand concept consistency to test their structural influences in attitudes in brand extension and consumer-brand relationship. In addition, this study aimed to confirm the moderating effects of corporate reputation and consumer innovativeness on the components of perceived fit and attitudes in brand extension. Data for main research was collected with help of an on-line survey company which conducted surveys on customers in their twenties or older who had experiences with the services of the extended brands of the food service companies(parent brands) suggested in the study, and results of 485 valid samples were analyzed using SPSS 24.0 and AMOS 20.0. The findings were as fellows: First, perceived fit(product-level similarity and brand concept consistency) and consumer-brand relationship were both found to have significantly positive influence in the relationship with attitudes in extended brand. Second, among the components of perceived fit, brand concept consistency was found to have significantly positive (+) influence in consumer-brand relationship. Lastly, it was found that consumer innovativeness had moderating effects in the relationship between perceived fit(product-level similarity and brand concept consistency) and attitudes in extended brand.

목차

Abstract
I. 서론
II. 이론적 배경과 가설설정
III. 연구설계
IV. 실증분석
V. 결론
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