The role of attitude toward the parent brand, brand extension evaluation, and social proof message in Consumer's attitude toward brand extension and purchase intention of IT products
- Authors
- Park, J.; Cheon, H.
- Issue Date
- Feb-2019
- Publisher
- Association for Computing Machinery
- Keywords
- Attitude toward the parent brand; Brand extension; Brand extension evaluation; Purchase intention; Social proof message
- Citation
- ACM International Conference Proceeding Series, pp.79 - 82
- Journal Title
- ACM International Conference Proceeding Series
- Start Page
- 79
- End Page
- 82
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/34730
- DOI
- 10.1145/3317614.3317627
- ISSN
- 0000-0000
- Abstract
- 1The purpose of this research is to explore how attitude towards the parent brand (ATB), brand extension evaluation (BEE), and social proof message (SPM) affects consumer's attitude toward brand extensions and purchase intention. We concluded that attitude towards the parent brand has statistically significantly effects on both brand extension evaluation and social proof message. Not only when the consumer had a negative attitude towards the parent brand were there effects on attitude toward brand extension and purchase intention, but also when there was a high brand extension evaluation and social proof message. This research includes different managerial implications on marketing brand extension products from parent brands. © 2019 Association for Computing Machinery.
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Collections - College of Business Administration > School of Business Administration > 1. Journal Articles
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