선행 브랜드 확장의 성패에 뒤이은 대응 브랜드 확장의 성패가 모브랜드에 미치는 반향효과

목차 (Table of Contents)

• 1. 서 론
• 2. 이론적 배경 및 가설의 설정
• 1) 대응확장(Brand Counterextensions)에관한 연구
• 2) 브랜드 확장의 반향효과(Reciprocal Effects)에 관한 연구
• 3) 가설의 설정
• 3. 실험 1
• 1) 실험대상 제품범주의 선정
• 2) 본 조사
• 3) 분석결과
• 4. 실험 2
• 1) 실험 브랜드의 선정
• 2) 본 조사
• 3) 결과
• 5. 결론 및 논의
• 참고문헌
• Abstract

참고문헌 (Reference)

1 전성률, "확장제품군내 지배적 경쟁브랜드가 소비자의 확장제품평가에 미치는 영향" 한국마케팅학회 21 (21): 1-22, 2006

2 전성률, "비순차적 상향라인확장에 따른 소비자의 브랜드범주 지각에 관한 연구" 한국소비자학회 17 (17): 103-117, 2006

3 양윤주, "브랜드 확장 시 브랜드 희석효과를 조절하는 변수들의 역할에 관한 연구" 한국마케팅학회 18 (18): 99-122, 2003

4 Dillon, W. R, "Understanding What's in a Brand Rating:A Model for Assessing Brand and Attribute Effectsand Their Relationship to Brand Equity" 38 : 415-429, 2001

5 Gürhan-Canli, Z, "TheEffects of Extensions on Brand Name Dilutionand Enhancement" 35 : 464-473, 1998

6 John, D. R, "The NegativeImpact of Extensions: Can Flagship Products Be Dilute?" 62 : 19-32, 1998

7 Kumar,P, "The Impact of Cobranding on CustomerEvaluation of Brand Counterextensions" 69 : 1-18, 2005

8 Morrin, M, "The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes" 36 : 517-525, 1999

9 Swaminathan, V, "The Impact of Brand Extension Introduction on Choice" (65) : 1-15, 2001

10 Gibson,R, "The End of the Line? Overkill onExtensions" 18 : B1-, 1990

11 Ahluwalia, R, "The Effectsof Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective" 27 : 371-381, 2000

12 Park, C. W., "The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extensions" 20 : 28-33, 1993

13 Romeo,J.B, "The Effect of Negative Informationon the Evaluations of Brand Extensions and theFamily Brand" 18 : 399-406, 1991

14 Balachander, S, "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions" 67 : 4-13, 2003

15 Milberg, S. J, "Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies" 6 (6): 119-140, 1997

16 Jun, S. Y, "Effectsof Technological Hierarchy on Brand Extension Evaluations" 46 : 31-43, 1999

17 Loken, B, "Diluting BrandBeliefs: When Do Brand Extensions Have aNegative Impact?" 57 : 71-84, 1993

18 Park, C. W, "Composite Branding Alliances: An Investigationof Extension and Feedback Effects" 33 (33): 453-466, 1996

19 Kumar,P, "Brand counterextensions: The Impactof Brand Extension Success Versus Failure" 42 : 183-194, 2005

20 Rumelhart, D. E, "Accretion,Tuning, and Restructuring: Three Modes of Learning in Semantic factors in cognition(37-53)" NJ: Lawrence Erlbaum 1978