모 브랜드와 확장된 브랜드의 브랜드 이미지, 광고 이미지 일치도에 따른 브랜드 태도open accessHow consistency of brand image and advertising image for parent and extended brands affects brand attitude
- Other Titles
- How consistency of brand image and advertising image for parent and extended brands affects brand attitude
- Authors
- 이현정; 이지연
- Issue Date
- Aug-2013
- Publisher
- 복식문화학회
- Keywords
- 브랜드 이미지; 광고 이미지; 모 브랜드; 확장된 브랜드; brand image; advertising image; parent brand; extended brand
- Citation
- 복식문화연구, v.21, no.4, pp.546 - 561
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 21
- Number
- 4
- Start Page
- 546
- End Page
- 561
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/162168
- DOI
- 10.29049/rjcc.2013.21.4.546
- ISSN
- 1226-0401
- Abstract
- This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers' brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui, which have extended brands in the clothing and cosmetics areas. In terms of consumers' perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers' preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers' recognition of brand image through advertising, the more positive was their attitude toward the brand.
- Files in This Item
-
- Appears in
Collections - 서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/162168)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.