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Advertising Strategies of Incongruent Extension Product : Focused on Difference of Adult and Children

불일치 확장제품의 광고전략 : 성인과 아동의 차이를 중심으로

  • 허종호 (서울여자대학교 경영학과) ;
  • 박승배 (서울과학기술대학교 경영학과)
  • Received : 2012.01.09
  • Accepted : 2012.01.30
  • Published : 2012.02.28

Abstract

Previous researches on advertising type of extension product have limitations in focusing on adult and simplifying advertising type of extension product as elaborational/relational ad. This study expands to children and subdivides advertising type of extension product by elaborational/relational/elaborational-relational ad. Based on these experimental setting, this study investigates the effects of interaction between age and advertising type in incongruent brand extension. The results show that adult's evaluation on incongruent extension product is the most favorable in elaborational-relational ad. On the other hand, children's evaluation on incongruent extension product is the most favorable in elaborational ad. Based on these findings, theoretical and practical implication and future direction are discussed.

Keywords

Brand Extension;Incongruent Extension Product;Advertising Type;Adult and Children

Acknowledgement

Supported by : 서울여자대학교

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