브랜드 확장 전략과 소비자 기대 편익의 관련성

This study Do & Kim(2015) as follow-up study of research, The brand extension (bedding) were selected based on the concept of the Shilla Hotel (Symbolic brand concept) and Lotte Hotel(Functional brand concept). It was to verify the differences in consumer attitudes according to extension brand’s concept and customer benefit. The results were as follows. 1) Even though the original brand concept is functional, consumers pursued a symbolic benefits (functional benefit) is symbolically expanded ad (functional extension ads) is higher for the ad and purchasing attitudes. 2) Even though the original brand concept is symbolic, consumers pursued a functional benefits (symbolic benefit) is functionally expanded ad (symbolic extension ads) is higher for the ad and purchasing attitudes. These results are believed to provide practical guidelines by reflecting the expected benefit to the consumer brand extension research, overcoming the limitations of traditional brand extension research, and at the same time to extend corporate brand strategy.