The major objective of this study is to find out the ways to transfer favorable attitude on the
original brand to the extended brand. Specifically, the effect of brand concept
consistency on consumers' attitude for extended products was analyzed to uncover
effective brand extension strategies. Also, perceived quality of original brand on the
relationship between brand concept consistency and consumer attitude toward the
brand extension were analyzed.
To accomplish the objectives, an empirical analysis was conducted, using BBQ
chicken and Dorimaru as an original brand and an extended brand concepts respectively
and 226 samples of food-service customer who acknowledge the brands were chosen.
The major findings of this study are as follows; First, the consistency between the
original and extended brand concepts has a positive effect on the consumer attitude
toward the extended brand. Second, the perceived quality of original brand has a
positive effect on the consumer attitude toward the extended brand. Third, the
perceived quality of original brand has a moderating effect on the relationship between
brand concept consistency and consumer attitude.