“Brand Extension” is a popular strategy of new product introduction, and the fit between parent brand and extensions had been known as the most important factor for success of brand extension. The “Fit” means similarity between original product category product and extension product category, for concept consistency between brand and extension. Yet the analytical approach to the Fit was rarely studied, and the structure of Fit was nearly veiled. Likewise, the study about the characteristic of consumers which can interact with the types of Fit during the formation of the attitude toward the extension is also necessary.
This paper studies about the types of fit based on the attributes of brand and extensions. Also it proposed that the specific characteristic of consumers interacts with the types of fit so that it influences consumers’ attitude toward the extensions. Specifically, (1) Product Fit is formed among the Product-related attributes of brand and extensions, and Non-product fit among the Non-product-related attributes. Due to their perceptual and cognitive habits, Consumers who have independent self-construal react more favorably to the extension products with product fit rather than Non-product Fit. On the other hand, the ones with interdependent self-construal react more favorably to the extensions with Non-product Fit than Product Fit. (2) Criterial Fit is formed among the Criterial attributes of brand and extensions, and Non-criterial Fit among the Non-criterial attributes. Due to their perceived risk, Consumers with high consumer self-confidence react more facorably to the extension products with low Criterial Fit and low Non-criterial Fit than customers with low consumer self-confidence.
본 연구에서 나타난 결과들을 요약해보면 다음과 같다.
첫째, 브랜드와 확장제품의 제품 관련 속성, 비제품 관련 속성에 기반하여 브랜드-확장제품 간 Fit은 Product Fit, Non-product Fit의 두 차원으로 나뉘어진다. Independent self-construal을 가진 소비자는 제품 속성을 더 우선시 하기 때문에 Non-product Fit보다 Product Fit을 가지고 있는 제품을 더 호의적으로 평가하며, Interdependent self-construal을 가진 소비자는 비제품 속성을 더 우선시 하기 때문에 Product Fit보다 Non-product Fit을 가지고 있는 제품을 더 호의적으로 평가한다.
둘째, 브랜드-확장제품 간 Fit은 Criterial 측면과 Non-criterial 측면에서도 바라볼 수 있다. Criterial Fit과 Non-criterial Fit이 모두 높은 확장제품에 대해서는 소비자 자신감의 차이에 따른 태도의 차이가 나타나지 않는다. 그러나 Criterial Fit과 Non-criterial Fit이 모두 낮은 확장제품에 대해서는, 동일 상황에 대한 위험을 더 낮게 지각하는 소비자 자신감이 높은 소비자가 소비자 자신감이 낮은 소비자에 비해 확장제품을 더 호의적으로 평가한다.
