브랜드 제품의 컨셉일치성이 비유사 브랜드확장제품 평가에 미치는 영향에 관한 연구 = The Effectiveness of Brand Concept Consistency on Evaluating Dissimilar Extension Product

다국어 초록 (Multilingual Abstract)

The purpose of this research is to practically discover the role of Consumer Self Image and the effects of Brand Image and Brand Concept Consistency on the Consumer Brand Extension product evaluation. For this research, a mutual relation was examined by selecting a brand of Symbolic Concept and Functional Concept and the extension product of the Symbolic Concept and Functional Concept, the research findings are follows: First, being consistent of a certain brand concept and an extension product concept was positive rather than not being consistent on the Extension Evaluation. In other words, when a brand of Symbolic Concept extends to a Symbolic Product, the brand of Functional Concept extending to Functional Product was more positive than the concept inconsistency extension. Second, When the brand image and self image consistency are organized, the Extension Evaluation becomes better in concept consistency or inconsistency extension especially when the Brand image – Self image consistency is high.
These results suggest that consumer's extension evaluation can be more positive through the consistency of the brand image and self-image when extension product concept is not consistent with the brand concept.

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