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@article{ART002036289},
author={ Jung-Tak, Lee and HAN KYUNG SOO},
title={The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2015},
volume={39},
number={8},
pages={255-275},
doi={10.17086/JTS.2015.39.8.255.275}

TY - JOUR
AU - Jung-Tak, Lee
AU - HAN KYUNG SOO
TI - The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit
JO - Journal of Tourism Sciences
PY - 2015
VL - 39
IS - 8
PB - The Tourism Sciences Society Of Korea
SP - 255
EP - 275
SN - 1226-0533
AB - This study aims to find the interaction between parent brand and extended brand, using Category Extension that is appropriate for food service. Study 1 focuses on how the parent brand affects the extended brand. To be more specific, 2X2 between subject design is set with the information of parent brand (exist/non-exist) and brand familiarity (high/low) as treatment variable. Dependent variables consist of purchase intention. Study 2 focuses on how the extended brand affects the parent brand. To be more specific, 2X2 within subject design is set with the brand familiarity (high/low) and perceived fit (high/low) as treatment variables. Dependent variables consist of purchase intention. Since the purchase intention are increased by utilizing parent brand’s information to the extended brand with low brand familiarity, introducing parent brand’s information on behalf of the new extended brand will bring positive results. This study reviews the influence of relationship variables of brand extension strategy from a food service company point of view. This is significant in providing a positive data base for establishing an effective brand extension strategy based on academic research.
KW - Brand extension;Brand familiarity;Perceived fit;Purchase intention
DO - 10.17086/JTS.2015.39.8.255.275
ER -

Jung-Tak, Lee and HAN KYUNG SOO. (2015). The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit. Journal of Tourism Sciences, 39(8), 255-275.

Jung-Tak, Lee and HAN KYUNG SOO. 2015, "The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit", Journal of Tourism Sciences, vol.39, no.8 pp.255-275. Available from: doi:10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee, HAN KYUNG SOO "The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit" Journal of Tourism Sciences 39.8 pp.255-275 (2015) : 255.

Jung-Tak, Lee, HAN KYUNG SOO. The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit. 2015; 39(8), 255-275. Available from: doi:10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee and HAN KYUNG SOO. "The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit" Journal of Tourism Sciences 39, no.8 (2015) : 255-275.doi: 10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee; HAN KYUNG SOO. The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit. Journal of Tourism Sciences, 39(8), 255-275. doi: 10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee; HAN KYUNG SOO. The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit. Journal of Tourism Sciences. 2015; 39(8) 255-275. doi: 10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee, HAN KYUNG SOO. The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit. 2015; 39(8), 255-275. Available from: doi:10.17086/JTS.2015.39.8.255.275

Jung-Tak, Lee and HAN KYUNG SOO. "The Study of Interaction between Parent Brand and Expanded Brand on Food Service Company: Focus on Brand Familiarity and Perceived fit" Journal of Tourism Sciences 39, no.8 (2015) : 255-275.doi: 10.17086/JTS.2015.39.8.255.275