기술제품 상표확장 평가에 영향을 미치는 요인과 소비자 지식의 조절효과

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경
2.1 상표확장의 의미
2.2 유사성, 지각된 품질, 이전성, 소비자 지식 관련 연구

Ⅲ. 연구모형과 가설 설정
3.1 연구모형
3.2 연구가설

Ⅳ. 연구 방법

Ⅴ. 실증분석 결과
5.1 신뢰성 및 타당성
5.2 가설 검정 결과

Ⅵ. 요약 및 결론

참고문헌

Abstract

본문내용

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A Study on the Factors influencing on the Evaluations of Brand Extensions and the Moderating Effects of Consumer Knowledge in Technology Products Marketing
- Focusing on Telecommunications Services -
Cho, Seong-Do*·Kim, Dae-Gue**·Lee, So-Yub***
Although brand extensions are prevalent and very important as a marketing strategy for introducing new products, relatively little is known about brand extensions of technology products. In particular, there are few studies how technology transferability influences on brand extensions and consumer knowledge moderates the influence of major variables between original brands and extended brands.
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This study investigates the variables that have the significant influences on the brand extensions of technology products. In particular, it focuses on technology transferability. In addition, it investigates whether consumer knowledge has the moderating effects between original brands and extended brands.
For these purposes, six hypotheses were developed and survey data were collected and analyzed. The findings can be summarized as follows.
First, it was found that the perceived quality of the original brand didn't influence on the evaluation of brand extensions of technology products.
Second, the influence of technology transferability on the evaluations of brand extensions was stronger than the similarity between original brands and extended brands.
Third, when evaluators were experts, the influences of similarity on the evaluations of brand extensions of technology products was weaker.
At the end of the paper, theoretical contribution, limitations of the study, and future research directions are discussed.
Key Words : brand extensions, technology products, technology transferability, consumer knowledge
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* Full time lecturer, Division of Business Administration, Cheonan University
** Korea Telecom
*** Korea Telecom

키워드

상표확장,   기술제품,   유사성