earticle

영어

This research was to investigate the effects of feature similarity, concept
consistency and goal congruency on purchase intention of brand extensions.
Feature similarity, Concept consistency and Goal congruency affected on brand
extension.
This research was presented significant difference of interaction effects of
feature similarity and concept consistency, feature similarity and goal congruency
and concept consistency and goal congruency on brand extension. Feature
similarity affected more low concept consistency than high concept consistency on
purchase intention of brand extension. Also, feature similarity affected more low
goal congruency than high goal congruency on purchase intention of brand
extension. But concept consistency affected more high goal congruency than low
goal congruency on purchase intention of brand extension.
However participants did not present significant difference in purchase intension of brand extension according to degrees of feature similarity, concept consistency and goal congruency. Concept consistency did not affect on purchase intention of brand extension in low goal congruency. Concept consistency affected on purchase intention of low feature similarity but did not affect on purchase intention of high feature similarity in high goal congruency. Feature similarity did not affect on purchase intention under high concept consistency and high goal congruency.

한국어

본 연구에서는 동일 제품범주의 상표들을 여러 다른 제품범주들에 상표를 확장시킬 때, 특성유사성, 개념일치성 그리고 목표합치성이 확장상품의 구매의도에 어떻게 영향을 미치는지를 알아보고자 하였다. 본 연구에서는 맥주상표들을 4개 선정하여 6개의 제품범주들에 상표를 확장하였을 때의 상표개념일치성, 제품특성유사성, 그리고 목표합치성을 측정하여 이들 각각의 높은 상품과 낮은 상품을 측정하여 2×2×2 3원 요인설계를 구성하고 상표인지도를 공변량으로 선정하여 공분산분석을 실시하였다.
첫째, 본 연구에서 특성유사성, 개념일치성 및 목표합치성의 2원 상호작용을 분석한 결과에서 모두 유의한 차이를 보였다. 둘째, 특성유사성, 개념일치성 및 목표합치성의 3원 상호작용은 유의하게 나타나지 못하였다. 결국 개념일치성과 목표합치성은 함께 상승작용을 하여 구매의도에 영향을 미치지만, 특성유사성은 개념일치성과 목표합치성과는 별개의 효력을 갖는다는 것을 시사해준다.