브랜드 확장실패 시 브랜드의 이미지회복 노력이 소비자행동에 미치는 영향

Abstract

Brand dilution may occur when new brands make an identical image to that of a parent brand. Despite the great attention regarding the effects of dilution on brand extension, there is not much research focused on brand dilution in the beauty industry. Hence, this study discusses whether extensional failure types have any effects on negative emotions and negative consumer behavior(brand switch and negative WOM) for potential dilution toward beauty service brand. Also, negative emotion and negative consumer behavior could be reduced owing to the moderating effect of the type of image restoration effort. The primary purpose of this study is to evaluate the types and attributes of image restoration effort and its negative effects by consumer. Secondly, to examine the transfer in the knowledge of parent brands and to prove the moderating effect of the type of image restoration effort when customers evaluate brand extension failure for potential dilution toward beauty service brand. For the experiment, first of all, extensional failure types which are 2 groups(similar/dissimilar) between subject designs were performed. After an hour, the types of image restoration effort which are 3groups(defensive/accommodative/moderate) between subject designs were examined. A total of 465 female students participated in the experiment who have been to beauty salons. This study is investigated in two sections; one is the qualitative research, the other is the quantitative research. The results of the qualitative research show as follows: First, this study found that consumer had thought the evaluation of the types and attributes of the image restoration effort. The type of defensive effort is 'denial’, ‘excuse’, ‘justification’ and the type of accommodative effort is ‘forgiveness’, ‘apology’ and ‘behavior modification’. The type of moderate effort is new type through out focus group discussion. Second, this study evaluated consumer's negative emotions. At first, the study was done on a person who experienced failure, which the consumer would express negative emotions through the interview. Third, this study was verified negative emotions of disappointment, despondency, anger based on unpleasant-arousal dimension of PAD scale. The results of the quantitative research show as follows; First, it was found that the consumer attitude was changed to the negative for parent brand when the dilution occurred on brand extension failure of the beauty service brand. The knowledge of parent brand was transferring new brands consequential1y. Second, it turned out that brand extensional failure was positive influenced by negative emotions. Third, it was found that negative emotions on brand extensional failure was positive influenced by negative consumer behavior. Fourth, it was significantly difference in brand extension failure, negative emotion or negative behavior at similar extensional failure. but it was only difference in brand extension failure, negative emotion or negative WOM at dissimilar extensional failure. Fifth, it was reduced that negative emotions were only influenced on brand switch and negative WOM owing to the type of moderate effort at similar extensional failure. but it was reduced that negative emotions were influenced on brand switch and negative WOM owing to the types of defensive, accommodative or moderate effort at dissimilar extensional failure. Though our study may provide some theoretical and practical implications, there are some limitations. In addition, future studies should further examine the effect of the types of image restoration effort in using advertising for several occasion.