KCI등재
Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer
저자
발행기관
학술지명
권호사항
발행연도
2010
작성언어
English
주제어
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
35-48(14쪽)
제공처
Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et a
더보기今天, 受到成熟零?市?挑?的??市?需要新的 "品牌?展" 典范?提高他?的????. ??市?的一?重要??是??足消?者由于生活方式的?化而?生的特?需求所?行的生活方式品牌??. ??品牌??到生活方式?品??, Y世代和??潮可以?是新?的 "前景"(??潮的消?者正在改?他?的生活方式. Y世代正??着他?生命?段的?化). 他?有??新?品的需求. 因此, 服?公司?品牌??注重消?群?而在新的?品??中建立和管理他?的品牌??是??的. 本文的?究目的是(a)??母品牌和子品牌的品牌??. (b)?定消?者?品牌??的感知??因素. (c)??????的群?(Y世代和??潮)的??因素和??到生活方式的?品??(包括家居???品)品牌的品牌??之?因果?系的??方程模型. ?于理??架, 本文?注??的??4P?合??定????因素在品牌????方面更重要. 比???可以建立 "品牌????", ?而成功的?入新??. 借?相?的文?, 通??注??的消?者(Y世代, ??潮), 本?究?展的?究假??合了品牌??因子和??因素. 在品牌??至生活方式?品的背景下, 品牌??的?念包括品牌?知/?合, 品牌感知(例如感知?量, 情感价?)和?CBBE因子(Keller, 2001)中而?的品牌共?. 据推?, 通?品牌??至生活方式?品, 市???要素在品牌?知/?合, 品牌感知方面?建品牌????, ?而影?品牌的共?. ?了收集?据, ?本由??Y世代的女性消?者和在??潮中出生的消?者. ?些在??潮中出生的消?者由于生活周期的改?而?生活方式?品有?高的需求. 在??Y世代(n=326)和??潮(n=325)的女性消?者中共有651?有用的?卷被使用. 我?用LISREL8.8??了使用相?矩?的??和?量模型. ?果?示品牌??的感知??因素包括三?因子: 价格/店?形象, ?品和?告. 在Y世代的模型中, 价格/店?形象?品牌??因素有??的影?(例如品牌?知/?合, 感知?量). 同?, 在品牌??中?品?情感价?有??的影?. 品牌?知/?合有可能提高感知?量和情感价?, ?而???至生活方式???的品牌?生品牌共?. 在??潮消?者模型中, 价格/店?形象?感知?量有??的影?, 感知?量可以?造品牌??的品牌共?. ?品??量感知和情感价?有正的影?, ?些都?消?者?生???至生活方式?品的品牌的品牌共?. 但是, 在???群?中?告和品牌??都是?相?. 本?究?????者提供了?展成功的品牌???略以及可持?的????的?解. 本?究?充和?展了先前的有?通???努力的因素促使品牌??成功的?究. ?究?果支持??入新的?品??, ??品牌??(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和??行?的增效作用. 因此, 我?推???者同???Y世代和??潮一代通??准化的??推??入新?品??(例如家具)可以降低??成本. ????者可以(a)提供高价的?品?. (b)在??通?零?渠道(例如??百?商店)强?高?特征的商店形象定位. (c)?合服??生活方式?品包括新?的款式和???的限量版. ?品牌??,成功品牌延伸的??是消?者的品牌?知度和品牌?合,?保新?品??的品牌特征. ?于??者??, 在?入新?品??的?候知道什?有助于更具?的?合是必要的. ???品牌而言, 品牌??的第二???是?入 "奢侈" 生活方式新?品??的途?. 更高的价格或店?形象都??量感知有影?.
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