아동의 브랜드확장 광고 평가 = Children`s Evaluation of Brand Extension Advertising

국문 초록 (Abstract)

본 연구에서는 인지 및 유추적 이해능력의 대리 변수로서 연령이라는 새로운 변수를 고려하여 기존의 연구에서는 다루어지지 않았던 집단인 아동을 대상으로 모 브랜드와 확장제품 간의 유사성 수준별 효과적인 브랜드확장의 광고 유형에 대해 살펴보았다. 구체적으로, 아동을 대상으로 2(브랜드확장의 광고유형: 관련성 광고 vs. 정교화 광고) X 2(모 브랜드와 확장제품 간의 유사성 수준: 유사확장 vs. 비유사확장) 집단간 실험설계를 적용하여 모 브랜드와 확장 제품 간의 유사성 수준별로 브랜드확장의 광고유형 효과가 어떻게 달라지는지 알아보았다. 분석결과, 기존의 성인을 대상으로 한 연구결과와는 달리 아동의 경우에는 효과적인 브랜드확장의 광고유형이 모 브랜드와 확장제품 간의 유사성 수준에 따라 달라지는 것으로 나타났다. 즉, 모 브랜드와 확장제품 간의 유사성 수준 이 높은 경우에는 정교화 광고보다 관련성 광고에서 확장제품에 대한 평가가 더 호의적이었던 반면에, 두 제품 간 의 유사성 수준이 낮은 경우에는 정교화 광고보다 관련성 광고에서 확장제품에 대한 평가가 더 비호의적인 것으로 나타났다. 성인과 달리 아동을 대상으로 브랜드확장 광고를 할 경우에는 모브랜드와 확장제품 간의 유사성 수준을 고려하여 광고유형을 선택적으로 사용해야 함을 본 연구결과는 시사하고 있다.

다국어 초록 (Multilingual Abstract)

For successful brand extension, company can use advertising strategy. Advertising in brand extension can be distinguish relational and elaborational advertising. Relational advertising usually has the goal which strengthen the relationship or associations between parent brand and extended product. On the other hand, elaborational advertising has the goal which cut off the associations between parent brand and extended product through emphasizing the properties of extended product. According to prior research, the effectiveness of relational and elaborational advertising can be moderated by many conditions, such as the level of familarity toward parent brand, regulatory focus and so on. In this research stream, we suggest that age of consumer can moderate the effectiveness of advertising strategy in brand extension. Prior researches suggest that adults and children have different abilities in cognitive process. Children have low-level cognitive abilities, and they develop more sophisticated decision-making abilities as they matured. Because of this difference, we can anticipate that children`s evaluation on extended product should be different from adults. We examine which advertising strategy in brand extension is more effective for children when the similarity level between the parent brand and the extended product is high or not. Specifically, we predict that children may evaluate favorably extended product in relational advertising condition than elaborational one when the similarity between parent brand and extended product is high. On the other hand, children should evaluate more positively extended product in elaborational advertising condition than relational one when the similarity is low. To reveal the findings, the present study conducts an experiment with children samples, and subjects are randomly assigned to the cells of 2(advertising type: elaborational ad vs. relational ad) X 2(similarity level between parent brand and extended product: high vs. low) betweensubject factorial design. Subjects in the study are drawn from 4~6 grade class at an elementary school. A total of 120 students participate in this experiment and 115 data are used for analysis. For low-level similarity condition, we choose gagglin(i.e., gaggle brand in Korea) as parent brand and chocolate is selected for extended category. For high-level similarity condition, we choose also gagglin as parent brand and gum is selected for extended category. And we make print advertising for manipulating advertising type and similarity level, then a total of 4 types of advertising is made for this study. We analyze data using a 2(advertising type: elaborational ad vs. relational ad) × 2(similarity level between parent brand and extended product: high vs. low) analysis of variance(ANOVA). The results of ANOVA show that the interaction effect between advertising type(elaborational or relational ad) and similarity level(high or low) is significant(F=12.764, p<0.01). In addition, the results show that children evaluate favorably extended product in relational advertising condition(M=5.16) than elaborational advertising condition(M=4.29) when the similarity between parent brand and extended product is high(F=4.353, p<0.05). On the other hand, children`s evaluation is reversed when the similarity between parent brand and extended product is low. Specifically, children make more positive evaluation on extended product in elaborational advertising condition(M=5.24) than relational advertising condition(M=4.02; F=8.879, p<0.01). Thus, our predictions are supported. This research has theoretical and practical implications. First, this research can contribute theoretically for developing knowledge about child consumers. This research extends the boundary of brand extension research from adult to children consumers and we demonstrate that the impact of advertising strategy in brand extension can be changed for children. Second, this research suggests practical implication for selecting advertising type in children product category. When the similarity between parent and extended brand is high, marketers should use relational advertising for child consumers, whereas elaborational advertising is better when the similarity is low.

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