title page
Abstract
Contents
CHAPTER 1. Introduction 10
CHAPTER 2. Study 1 14
2.1. Affect Transfer in Brand Extension and Feedback Effects 14
2.1.1. Affect Transfer in Brand Extension 15
2.1.2. Affect Transfer Approach of Feedback Effect 18
2.1.3. Limitation of the Affect Transfer Approach 23
2.2. The Diagnosticity Approach of Feedback Effects 24
2.3. Limited research scopes of extension categories in prior studies 28
2.4. Hypotheses 30
2.5. Experimental Design and Procedure 32
2.6. Results 36
2.6.1. Manipulation Checks 36
2.6.2. Negative Feedback Effects of Close, Moderate, and Far extensions 37
2.6.3. Positive Feedback Effects of Close, Moderate, and Far Extensions 38
2.7. Discussion 39
CHAPTER 3. Study 2 44
3.1. Family brand as a schema and schema-based evaluations 44
3.2. A Two-Factor Theory 47
3.3. Hypotheses 49
3.4. Experimental Design and Procedure 50
3.5. Results 55
3.5.1. Feedback Patterns for close, moderate, and far extensions 55
3.5.2. Patterns of the underlying two-factors for close, moderate, and far extensions 56
3.5.3. Effects of diagnosticity and category-based negative affect on extension feedbacks 58
3.6. Discussion 61
CHAPTER 4. Conclusions 70
4.1. Conclusion and Theoretical Implications 70
4.2. Managerial Implications 72
요약문 74
REFERENCES 79
감사의 글 82
CURRICULUM VIATE 84
Table 2.1. Negative Feedback Effects in Study 1 41
Table 2.2. Positive Feedback Effects in Study 1 42
Table 3.1. Negative Feedback Effects in Study 2 63
Table 3.2. Positive Feedback Effects in Study 2 64
Table 3.3. Regression Results in Study 2 65
Figure 2.1./Figure 2.3. Feedback Effects on the Family Brand and the Flagship Product in Study 1 43
Figure 3.1. The Two-Factor Theory: Feedback Effects in Positive Extensions 66
Figure 3.2. The Two-Factor Theory: Feedback Effects in Negative Extensions 67
Figure 3.3. Feedback Effects on the Family Brand "Dove" in Study 2 68
Figure 3.4. Patterns of the diagnosticity in Study 2 69