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The Reciprocal Effects of a Previous Brand Extension and Follower Brand Extension's Market Performance on a Parent Brand of a Follower Brand's Extension Product

선행 브랜드확장과 추격 브랜드확장의 시장성과가 추격확장제품의 모브랜드에 미치는 반향효과

Huh, Jong-Ho;Park, Hye-Kyung;Shin, Bong-Sub
허종호;박혜경;신봉섭

  • Received : 2015.01.25
  • Accepted : 2016.02.16
  • Published : 2016.05.28

Abstract

The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure)${\times}$2(follower brand extension's market performance: success vs. failure) between-subjects factorial design. The verification of the hypothesis is composed through 2-way ANOVA. As a result, the consumers' evaluation of the parent brand of a follower brand's extension product when the follower brand's extension succeed was more positive when the previous brand's extension has failed. However, when the follower brand's extension has failed, the consumers' evaluation of the parent brand of a follower brand's extension product was more negative when the previous brand's extension has succeeded.

Keywords

Brand Extension;Previous Brand's Extension;Follower Brand's Extension;Reciprocal Effect on a Parent Brand;Enhancement(dilution) Effect

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