Advanced SearchSearch Tips
The effect of fashion brand extension types, preannouncing and regulatory focus on preferences toward extension product
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The effect of fashion brand extension types, preannouncing and regulatory focus on preferences toward extension product
Huh, You Jin; Hwang, Sun-Jin;
  PDF(new window)
This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) (preannouncing: near preannouncing vs. far preannouncing) (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers' tendencies in order to derive positive evaluations.
fashion brand extension types;preannouncing;regulatory focus;preference;
 Cited by
Aaker, D. A.(1991). Managing brand equity: Capitalizing on the value of a brand name. NY: The Free Press.

Aaker, D. A., & Keller, K. L.(1990). Comsumer evaluation of brand extension. Journal of Marketing, 54(January), 27-41. crossref(new window)

Ahn, Kwangho, Han, Sang Man, & Jun, Sung Youl (2008). Strategic brand management. Seoul: Hakhyunsa.

Ahn, Kwangho, Hwang, Sun Jin, & Jung, Chan Jin (2005). Fashion marketing. Seoul: Hakhyunsa.

Ahn, Kwangho, Lee, Jea Yong, & Heo, Young Hoi (2012). The effect of gender image congruence of consumer, parent brand, and extension product category on brand extension evaluation and purchase intention. Journal of Advertising, 23(6), 161-181.

Castano, R., Mita, S., Manish, K., & Harish, S.(2008). Preparing for the adoption of the new arrival. Journal of Marketing Research, XLV(June), 320-336.

Chang, Chung-Chau, Lin, Bo-Chi, & Chang, Shin-Shin (2010). The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus. Marketing Letters, 22(4), 391-404.

Choi, Ki Ha(2013). Effects of regulatory focus, difficulty of manufacturing and types of extension evaluation of brand extension. Unpublished master's thesis, Korea National of Transportation, Chungju.

Choi, Tsan-Ming, Liu, Na, Liu, Shuk-Ching, Joseph, Mak, & To, Yeuk-Thing(2010). Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17(7), 1-16.

Han, Hye Yeon(2009). The influence of temporal distance, regulatory focus, and probability on consumer's message attitude and purchase intention. Unpublished master's thesis, Ehwa Womans University, Seoul.

Han, Kwang Seok(2012). The study on the memory effects upon individuals regulatory focus and temporal distance in new product preannouncing strategy. Journal of Advertising, 95, 45-77.

Higgins, E. T.(1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300. crossref(new window)

Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, C. L., Ozlem, N. A., & Taylor, A.(2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23. crossref(new window)

Jiang, Cui E(2010). Effects of preannouncing on evaluation toward scarcity message -Focused on the brand extension-. Unpublished master's thesis, Silla University, Busan.

Jung, Heon Su(2000). Signaling quality with new product preannouncements: Vaporware an the role reference quality. Unpublished doctoral dissertation, New York University, New York, USA.

Jung, Heon Su(2003). A study of new product preannouncing advertising: Conceptual overview and empirical analysis on consumer innovativeness and responses. The Korean Journal of Advertising, 14(2), 185-208.

Kang, Ki-Jung(2007). The effects of consumer characteristics on the evaluation of extension products when brands are less similar to the extension category. Unpublished master's thesis, Sogang University, Seoul.

Kang, Min Jung(2012). The effects of self-construal, regulatory focus, and temporal distance on the advertising attitudes. Unpublished master's thesis, Ehwa Womans University, Seoul.

Kang, Min Jung(2014). The effect of product-category similarity and brand personality fit on attitude toward high-tech brand alliance: The mediating role of perceived value and the moderating role of consumer characteristics. Unpublished doctoral dissertation, Seoul National University, Seoul.

Keller, K. L.(2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). New Jersey: Prentice Hall.

Keller, K. L., & Aaker, D. A.(1992). The effects of sequential introductions on brand extensions. Journal of Marketing Research, 29(-), 35-50. crossref(new window)

Kim, H., & John, D. R.(2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18, 116-126. crossref(new window)

Kim, In Koo(2007). The effects of preannouncing and brand relationship on brand extension. Unpublished doctoral dissertation, Suwon University, Suwon.

Kim, Sihye(2007). The effect of new product preannouncing strategy on consumer purchase decision: The role of attraction effect. Unpublished master's thesis, Seoul National University, Seoul.

Kim, So Jung(2011). The influence of temporal distance on perceived risk, preference, purchase intention: The moderating role of product type and regulatory focus. Unpublished master's thesis, Chungnam University, Daejeon.

Kohil, C.(1999). Signaling new product introductions: A framework explaining the timing of preannouncements. Journal of Business Research, 46(September), 45-46. crossref(new window)

Kotler, P. H.(1991). Marketing management: Analysis, planning, implementation, and control. New Jersey: Prentice Hall, 573.

Kwak, Junsik(2008). Effect of temporal distance on the evaluation of similarity and extended brand. Marketing Management, 13(4), 57-70.

Kwon, Yong-Hee(2008). The influence of price position, attribute similarity and concept similarity on consumer attitude at the time of extending PB product in the jean select store. Unpublished master's thesis, Sunkyunkwan University, Seoul.

Lee, Young Joo(2009). Difference in extended products evaluation by consumer innovativeness and similarity of product category for apparel brand extension. Journal of the Korean Society of Clothing and Textiles, 33(10), 1622-2632. crossref(new window)

Liberman, N., & Trope, Y.(1998). The role of feasibility & desirability considerations in near & distant future decisions: A test of temporal construal theory. Journal of Personality & Social Psychology, 75, 5-18. crossref(new window)

Lilly, B., & Walters, R.(1997). Toward a model of new product preannouncement timing. Journal of Product Innovation Management, 14(Feb), 1-20. crossref(new window)

McCarthy, M., Heath, T. B., & Milberg, S. J.(2001). New brands versus brand extensions, attitudes versus choice: Experimental evidence for theory and practice. Marketing Letters, 12(1), 75-90. crossref(new window)

Mogilner, C., Aaker, J. L., & Pennington, G. L. (2008). Time will tell: The distance appeal of promotion and imminent appeal of prevention. Journal of Comsumer Psychology, 34(February), 670-681.

Na, June-Hee, & Lee, Yong Hak(2007). Effects of brand extension using a temporal distance on evaluation toward extended product. Journal of Consumption Culture, 10(3), 1-14.

Na, June-Hee, Kim, Kyung Min, & Nam, Sang Min (2006). Cultural difference about evaluation of parent brand on brand extension. Journal of Consumption Culture, 9(4), 67-82.

Na, June-Hee, Lee, Young Jin, & Hong, Sung Jun (2011). Effects of direction of extension on evaluation about brand extension: Moderating effect of temporal distance. Journal of Product Research, 29(6), 41-29.

Pham, M. T., & Avent, T.(2004). Ideals and ought and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518. crossref(new window)

Rabino, S., & Moore, T. E.(1989). Managing newproduct announcements in the computer industry. Industrial Marketing Management, 18, 35-43. crossref(new window)

Smith, D. C., & Park, C. W.(1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29 (August), 296-313. crossref(new window)

Song, Yongtae(2007). The effects of preannouncement on word of mouth diffusion in online community. Unpublished doctoral dissertation, Seoul National University, Seoul.

Trope, Y., & Liberman, N.(2003). Temporal construal. Psychological Review, 110(3), 403-421. crossref(new window)

Yang, Byung-Goo(2009). The effect of brand extension similarity, extension product price and perceived risk on extension product evaluation. Unpublished master's thesis, Keimyung University, Daegu.

Yeo, Jungsang(2006). A study for The influence of regulatory focus on brand extension evaluation and its mediating process. Journal of Consumption Culture, 9(4), 105-121.

Yoon, Ah Rum(2013). The effects of new product preannouncing information attributes on purchase intention: Focused on the factors for purchase delay and purchase determinant. Unpublished master's thesis, Konkuk University, Seoul.

Yoon, Jae Young(2011). The influence of convergence product's features on consumer perceptions of product usability: Focused on roles of the types of self-regulatory focus and preannouncement of time construal level. Unpublished master's thesis, Chung and University, Seoul.

Zhang, L., & Su, M.(2011). Effects of new product preannouncement on purchase intention -From consumer perspective-. Nankai Business Review International, 2(1), 48-63. crossref(new window)