earticle

영어

As the exhibition industry has been developed, exhibition organizers have to pay more attention to what type of strategies for a brand extension should be taken. In this respect the relationship with consumers(exhibitors, buyers and visitors) is a very influential factor for determining the success of exhibition brand extension. This study examined how consumer-brand relationship affects the evaluation of extended exhibition brand. Specially this study investigated the effect of the sub-dimensions of consumer-brand relationship Quality(BRQ) on the evaluation of extended brands and the existence of the degree of concept conformity and similarity of product attributes. The result shows that the consumer-brand relationship quality has a influence on the evaluation of extended exhibition brands. And if consumer-brand relationship is strong, the similarity of product attributes doesn't affect on evaluation of extended brand. On the other hands when there is weak consumer brand relationship, as the organizer increases the similarity of exhibiting product attributes, consumers tend to give more positive evaluations. When is insert the degree of concept conformity, the results shows significantly in the case of consumer-brand relationship is strong.