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[๋…ผ๋ๅฉ๋ฒˆ์—ญ๋ฐ๋ฐœํ‘œ]What makes Brands Elastic? Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

31 ํŽ˜์ด์งฟ’
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์ตœ์ดˆ๋“ฑ๋ก์ผ 2014.04.14 ์ตœ์ข…์ ฟ’์ž‘์ผ 2013.10
31P ๋ฏธ๋้ฉ๋ณด๊ธฐ
[๋…ผ๋ๅฉ๋ฒˆ์—ญ๋ฐ๋ฐœํ‘œ]What makes Brands Elastic? Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
  • ๋ฏธ๋้ฉ๋ณด๊ธฐ

    ๋ชฉ์ฐจ

    I. Introduce

    II. Conceptual Background
    1. Consumer Styles of Thinking
    2. Prestige Vs. Functional Brand Concepts
    3. joint Influences on Brand Elasticity

    III. Study
    1. Study 1a
    2. Study 1b
    3. Study 2
    4. Study 3
    5. Study 4
    6. Study 5

    IV. General Discussion

    ๋ณธ๋ๅฉ๋‚ด์šฉ

    Consumer`s perceived fit
    - ๋ธŒ๋žœ๋“œ ํ™•์žฅ ์„ฑ๊ณต ์š”์ธ์˜ ๊ด€ํ•œ ๋Œ€๋ถ€๋ถ„์˜ ์—ฐ๊ตฌ๋“ค์€ ์ ํ•ฉ์„ฑ์— ์ดˆ์ ์„ ๋‘ .
    - ๋ธŒ๋žœ๋“œ ํ™•์žฅ์˜ ์ ํ•ฉ์„ฑ์ด ๋†’์„์ˆ˜๋ก ์†Œ๋น„์ž๋“ค์€ ๋ธŒ๋žœ๋“œ ํ™•์žฅ์„ ๋” ๊ธ์ •์ ์œผ๋กœ ํ‰๊ฐ€ํ•˜๊ธฐ ๋•Œ๋ฌธ.
    - ๋ธŒ๋žœ๋“œํ™•์žฅ์˜ ์ ํ•ฉ์„ฑ์€ ๋ชจ-๋ธŒ๋žœ๋“œ์™ฟ’ ํ™•์žฅ์ œํ’ˆ์ด ์œ ์‚ฌํ•œ ๋ฒ”์ฃผ์— ์†ํ•ด์žˆ๋Š” ์ œํ’ˆ์ด๊ฑฐ๋‚˜, ํ™•์žฅ์ œํ’ˆ์ด ๋ชจ-๋ธŒ๋žœ๋“œ์˜ ๋ณด์™„์žฌ์ธ ๊ฒฝ์šฐ, ๋ชจ-๋ธŒ๋žœ๋“œ๊ฐ€ ํ™•์žฅ์ œํ’ˆ์—์„œ ์†Œ๊ตฌ๋˜๋Š” ๋ธŒ๋žœ๋“œ ํŠน์œ ์˜ ์—ฐ์ƒ์„ ์ œ๊ณตํ•˜๋Š” ๊ฒฝ์šฐ ๋†’์•„์ง.
    -> ๋ธŒ๋žœ๋“œํ™•์žฅ์˜ ์ ํ•ฉ์„ฑ์€ ๋ชจ-๋ธŒ๋žœ๋“œ์™ฟ’ ํ™•์žฅ์ œํ’ˆ ๊ฐ„์˜ ๋ฒ”์ฃผ์  ์œ ์‚ฌ์„ฑ ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ, Brand Concept์˜ ์ผ์น˜์„ฑ์— ์˜ํ•ด์„œ๋„ ์ง€๊ฐ๋จ.

    <์ค‘ ๋žต>

    - Brand Concept(Park, Jaworski & MacInnis,1986)
    ์†Œ๋น„์ž์˜ needs๋กœ๋ถ€ํ„ฐ ๋„์ถœ๋˜๋Š” ํ•ด๋‹น ๋ธŒ๋žœ๋“œ๋งŒ์˜ ๋…ํŠนํ•˜๊ณ , ์ถ”์ƒ์  ์˜๋ฏธ
    ์†Œ๋น„์ž์˜ ๊ธฐ๋ณธ์ ์ธ ์š•๊ตฌ๋ฅผ ๋ฐ”ํƒ•์œผ๋กœ ๊ธฐ์—…์ด ์ „๋‹ฌํ•˜๊ณ ์ž ํ•˜๋Š” ๋ธŒ๋žœ๋“œ์˜ ์ด์ฒด์  ์˜๋ฏธ
    ์†Œ๋น„์ž์˜ ๋งˆ์Œ์†์— ๊ฐ™์€ ์ œํ’ˆ ๊ตฐ ๋‚ด์˜ ๋‹ค๋ฅธ ๋ธŒ๋žœ๋“œ์™ฟ’ ๊ตฌ๋ณ„๋˜์–ด์ง€๊ฒŒ ํ•˜๋Š” ๊ฐœ๋…

    ์ฐธ๊ณ ์ž๋ฃŒ

    ยท ์—†์Œ
  • ์ž๋ฃŒํ›„๊ธฐ

    Ai ๋ฆฌ๋ทฐ
    ์งฟ’์‹ํŒ๋งค์ž์˜ ์ž๋ฃŒ๋Š” ๊นŠ์ด ์žˆ๋Š” ๋ถ„์„๊ณผ ๋ช…ํ™•ํ•œ ์„ค๋ช…์ด ์ž˜ ์–ด์šฐ๋Ÿฌ์ ธ ์žˆ์–ด ํ•™์Šต์— ๋งŽ์€ ๋„์›€์ด ๋˜์—ˆ์Šต๋‹ˆ๋‹ค. ๊ณผ์ œ ์ž‘์„ฑ ์‹œ ์œ ์šฉํ•˜๊ฒŒ ํ™œ์šฉํ•  ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
    • ์ž์ฃผ๋ฌป๋Š”์งˆ๋ๅฉ์˜ ๋‹ต๋ณ€์„ ํ™•์ธํ•ด ์ฃผ์„ธ์š”

      ํ•ดํ”ผ์บ ํผ์Šค FAQ ๋”๋ต–๊ธฐ

      ๊ผญ ์•Œ์•„์ฃผ์„ธ์š”

      • ์ž๋ฃŒ์˜ ์ •๋ณด ๋ฐ ๋‚ด์šฉ์˜ ์ง„์‹ค์„ฑ์— ๋Œ€ํ•˜์—ฌ ํ•ดํ”ผ์บ ํผ์Šค๋Š” ๋ณด์ฆํ•˜์ง€ ์•Š์œผ๋ฉฐ, ํ•ด๋‹น ์ •๋ณด ๋ฐ ๊ฒŒ์‹œ๋ฌผ ์ €์ž‘๊ถŒ๊ณผ ๊ธฐํƒ€ ๋ฒ•์  ์ฑ…์ž„์€ ์ž๋ฃŒ ๋“ฑ๋ก์ž์—๊ฒŒ ์žˆ์Šต๋‹ˆ๋‹ค.
        ์ž๋ฃŒ ๋ฐ ๊ฒŒ์‹œ๋ฌผ ๋‚ด์šฉ์˜ ๋ถˆ๋ฒ•์  ์ด์šฉ, ๋ฌด๋‹จ ์ „์žฌโˆ™๋ฐฐํฌ๋Š” ๊ธˆ์ง€๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
        ์ €์ž‘๊ถŒ์นจํ•ด, ๋ช…์˜ˆํ›ผ์† ๋“ฑ ๋ถ„์Ÿ ์š”์†Œ ๋ฐœ๊ฒฌ ์‹œ ๊ณ ๊ฐ๋น„๋ฐ”์นด์ง€๋…ธ Viva์˜ ์ €์ž‘๊ถŒ์นจํ•ด ์‹ ๊ณ ๋น„๋ฐ”์นด์ง€๋…ธ Viva๋ฅผ ์ด์šฉํ•ด ์ฃผ์‹œ๊ธฐ ๋ฐ”๋ž๋‹ˆ๋‹ค.
      • ํ•ดํ”ผ์บ ํผ์Šค๋Š” ๊ตฌ๋งค์ž์™ฟ’ ํŒ๋งค์ž ๋ชจ๋‘๊ฐ€ ๋งŒ์กฑํ•˜๋Š” ์„œ๋น„์Šค๊ฐ€ ๋˜๋„๋ก ๋…ธ๋ ฅํ•˜๊ณ  ์žˆ์œผ๋ฉฐ, ์•„๋ž˜์˜ 4๊ฐ€์ง€ ์ž๋ฃŒํ™˜๋ถˆ ์กฐ๊ฑด์„ ๊ผญ ํ™•์ธํ•ด์ฃผ์‹œ๊ธฐ ๋ฐ”๋ž๋‹ˆ๋‹ค.
        ํŒŒ์ผ์˜ค๋ฅ˜ ์ค‘๋ณต์ž๋ฃŒ ์ €์ž‘๊ถŒ ์—†์Œ ์„ค๋ช…๊ณผ ์‹ค์ œ ๋‚ด์šฉ ๋ถˆ์ผ์น˜
        ํŒŒ์ผ์˜ ๋‹ค์šด๋กœ๋“œ๊ฐ€ ์ œ๋Œ€๋กœ ๋˜์ง€ ์•Š๊ฑฐ๋‚˜ ํŒŒ์ผํ˜•์‹์— ๋งž๋Š” ํ”„๋กœ๊ทธ๋žจ์œผ๋กœ ์ •์ƒ ์ž‘๋™ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ ๋‹ค๋ฅธ ์ž๋ฃŒ์™ฟ’ 70% ์ด์ƒ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜๋Š” ๊ฒฝ์šฐ (์ค‘๋ณต์ž„์„ ํ™•์ธํ•  ์ˆ˜ ์žˆ๋Š” ๊ทผ๊ฑฐ ํ•„์š”ํ•จ) ์ธํ„ฐ๋„ท์˜ ๋‹ค๋ฅธ ์‚ฌ์ดํŠธ, ์—ฐ๊ตฌ๊ธฐ๊ด€, ํ•™๊ป“, ์„œ์  ๋“ฑ์˜ ์ž๋ฃŒ๋ฅผ ๋„์šฉํ•œ ๊ฒฝ์šฐ ์ž๋ฃŒ์˜ ์„ค๋ช…๊ณผ ์‹ค์ œ ์ž๋ฃŒ์˜ ๋‚ด์šฉ์ด ์ผ์น˜ํ•˜์ง€ ์•Š๋Š” ๊ฒฝ์šฐ
    ๋ฌธ์„œ ์ดˆ์•ˆ์„ ์ƒ์„ฑํ•ด์ฃผ๋Š” EasyAI
    ์•ˆ๋…•ํ•˜์„ธ์š”. ํ•ดํ”ผ์บ ํผ์Šค์˜ ๋ฐฉ๋Œ€ํ•œ ์ž๋ฃŒ ์ค‘์—์„œ ์„ ๋ณ„ํ•˜์—ฌ ๋‹น์‹ ๋งŒ์˜ ์ดˆ์•ˆ์„ ๋งŒ๋“ค์–ด์ฃผ๋Š” EasyAI ์ž…๋‹ˆ๋‹ค.
    ์ €๋Š” ์•„๋ž˜์™ฟ’ ๊ฐ™์ด ์ž‘์—…์„ ๋„์™ฟ’๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์ฃผ์ œ๋งŒ ์ž…๋ ฅํ•˜๋ฉด ๋ชฉ์ฐจ๋ถ€ํ„ฐ ๋ณธ๋ๅฉ๋‚ด์šฉ๊นŒ์ง€ ์ž๋™ ์ƒ์„ฑํ•ด ๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์žฅ๋ฌธ์˜ ์ฝ˜ํ…์ธ ๋ฅผ ์‰ฝ๊ณ  ๋น ๋ฅด๊ฒŒ ์ž‘์„ฑํ•ด ๋“œ๋ฆฝ๋‹ˆ๋‹ค.
    - ์Šคํ† ์–ด์—์„œ ๋ฌด๋ฃŒ ์บ์‹œ๋ฅผ ๊ณ„์ •๋ณ„๋กœ 1ํšŒ ๋ฐœ๊ธ‰ ๋ฐ›์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. ์ง€๊ธˆ ๋ฐ”๋กœ ์ฒดํ—˜ํ•ด ๋ณด์„ธ์š”!
    ์ด๋Ÿฐ ์ฃผ์ œ๋“ค์„ ์ž…๋ ฅํ•ด ๋ณด์„ธ์š”.
    - ์œ ์•„์—๊ฒŒ ์ ํ•ฉํ•œ ๋ฌธํ•™์ž‘ํ’ˆ์˜ ๊ธฐ์ค€๊ณผ ํŠน์„ฑ
    - ํ•œ๊ตญ์ธ์˜ ๊ฐ€์น˜๊ด€ ์ค‘์—์„œ ์ •์‹ ์  ๊ฐ€์น˜๊ด€์„ ์ด๋ฃจ๋Š” ๊ฒƒ๋“ค์„ ๋ฌธํ™”์  ๋ฌธ๋ฒ•์œผ๋กœ ์ •๋ฆฌํ•˜๊ณ , ํ˜„๋Œ€ํ•œ๊ตญ์‚ฌํšŒ์—์„œ ์ผ์–ด๋‚˜๋Š” ์‚ฌ๊ฑด๊ณผ ์‚ฌ๊ณ ๋ฅผ ๋น„๊ตํ•˜์—ฌ ์ž์‹ ์˜ ์˜๊ฒฌ์œผ๋กœ ๊ธฐ์ˆ ํ•˜์„ธ์š”
    - ์ž‘๋ณ„์ธ์‚ฌ ๋…ํ›„๊ฐ
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    ์ฑ—๋ด‡์œผ๋กœ ๊ฐ„ํŽธํ•˜๊ฒŒ ์ƒ๋‹ดํ•ด๋ณด์„ธ์š”.
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