Effect of Attitude towards Parent Brand on Extended Fashion Product in Fashion Brand Extension
作者： Young Ju Rhee
DOI:
关键词: Brand awareness 、 Business 、 Social psychology 、 Psychological risk 、 Brand extension 、 Social risk 、 Risk perception 、 Path analysis (statistics) 、 Advertising
摘要: Abstract : The purpose of this study was to investigate the effect attitude towards parent brand on extended fashionproducts in case fashion extension. subjects were 386 college students and data collectedusing survey questionnaire. For analysis, factor analysis path applied. results showed thatthere four factors (e.g., familiarity attitude, emotional value-expressive utility information attitude)in six economical risk, utilitarian social psychological time/advantage loss risk for losing opportunity) under perceived product. that atti-tude had a negative products positive products. Perceived then purchase intentionof whereas intention extendedproducts.Keywords extension,
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