Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effect of Attitude towards Parent Brand on Extended Fashion Product in Fashion Brand Extension

패션브랜드 확장시 모브랜드에 대한 태도가 확장패션제품에 미치는 영향에 관한 연구

  • 이영주 (성신여자대학교 의류학과)
  • Received : 2008.06.23
  • Accepted : 2008.08.18
  • Published : 2008.08.31
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Abstract

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

Keywords

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