PL 브랜드 확장전략에 따른 브랜드 성과차이 분석: 확장된 브랜드 이미지의 조절효과

Abstract

The purpose of this study is to identify consumer responses to the expansion of private label brands owned by retailers. In order to achieve the research purpose, the types of retailer's private label brand expansion strategy were divided according to the brand hierarchy, and the empirical analysis was made on the differences in brand image, brand attitude, and purchase intention according to the brand extension type. The summary of the analysis is as follows. The difference in premium PL image, core PL image, brand attitude, and purchase intention by brand extension type was statistically significant. Specifically, the extended PL brand type that recognizes the premium PL image is the lowest in corporate-store similarity, and low in store-product similarity. The lowest perceived premium PL image was found to be low in corporate-store similarity and high in store-product similarity. The type with the highest core PL image was found to have high corporate-store similarity and high store-product similarity. Among the PL brand expansion types, the highest purchase intention was the high corporate-store similarity, the high store-product similarity, and the core PL image showed a moderating role between attitude and purchase intention. The results of this study are expected to provide implications for marketing managers in developing PL brand strategies.