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The Effects of Parent Company Image on Brand Portfolio Evaluation

모기업 연상이 브랜드 포트폴리오 평가에 미치는 영향에 관한 연구

  • 송상연 (동덕여자대학교 국제경영학과) ;
  • 이윤재 (영남대학교 경영학과)
  • Received : 2015.04.13
  • Accepted : 2015.05.12
  • Published : 2015.09.28

Abstract

Today's companies build strong brand assets which, through the expansion of other business areas, promote efficient corporate management. Many companies manage brand assets among through a multitude of brand groups using brand portfolios rather than the single brand strategy. Such brand group influence can be related not only to brand group expansion, but also to parent company brands and product brand groups. The purpose of this study was to identify the effects of parent corporate brand associations on brand portfolio evaluation. The results of the present study is as follows: positive parent corporate brand image was revealed to play a positive role in brand portfolio evaluation. Parent corporate brand image provided endorsement for their product brands, and this can reduce consumer's decision cost on brand portfolio evaluations. This study focused on two types of brand relationship strategy : brand expansion strategy and individual brand strategy. With individual brand strategy, cases where parent company brands provided endorsement and cases to the contrary were studied separately. In cases where well-managed parent corporate brand image were able to provide endorsement in the case of individual brand strategy like that of brand expansion strategy.

Keywords

Brand Portfolio;Endorsement;Brand Relationship Spectrum;Identification Cost;Decision Cost

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