지각된 모 브랜드의 적합도를 조절변수로한 이미지와 지각된 품질이 서비스브랜드확장태도와 확장된 브랜드에 대한 구매의도에 미치는 영향

Abstract

ABSTRACT The effect of perceived fit for image and perceived quality between parent brand and service brand extension of attitude toward purchase intention LIU JINYUN Dept. of Business Administration The Graduate School Hanyang University This study is based on the brand extension and focuses on horizontal category brand extension from product to service. It deeply explores the moderating effect of the perceived fit on parent brand image and perceived quality, as well as the attitude of consumers on service brand extension. This work analyses the relative effects of crucial brand extension success drivers on services. To Solve the above problems, the study analyzes how the perceived fit affects other elements from the perspective of customers. Respondents were invited to evaluate the extensions of brand image and perceived quality of parent brand from products to services extension among the manufacturing industry. Through distinguishing perceived fit between high fit and low fit groups, it explores the moderating effect of perceived fit on extended service brand. The empirical results support most of the basic hypothesis. According to the results, there is a positive correlation among image, perceived quality, perceived fit, and the attitude toward the brand extension. However, this study did not find any significant moderating effect of perceived fit between attitude toward extended service brand and purchase intention.