Antecedents of Intention to Purchase Extension BrandModerator of Self-monitoring and Brand Tie Strength

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1.2.3.4.

KeywordsService QualityBrand ImageBrand IdentityFitIntention to Purchase Extension Brand

2011(GDP)68.7158.6

(Salinas and Prez, 2009, 2010)Broniarczyk and Joseph, 1994Vlckner and Sattler, 2006(Wu, Yeh, and Hsiao, 2011)(Salinas and Prez, 2009)(Sksjrvi and Samiee, 2011)

Ambler et al.(2002)Beverland et al.(2006)Wirtz and Chew(2002)Snyder and Debono (1985)Czellar(2003)

1.

2.

3.

4.

5.

(Intention to Purchase Extension Brand)

(Yoo, Donthu, and Lee, 2000)Schiffman and Kanuk(2000)Bagozzi and Burnkrant(1979)(Keller and Aaker, 1992Broniarczyk and Joseph, 1994)Mastead et al., 1983Bagozzi et al., 1992

(Fit)

(Morrin, 1999)(Gronhaug, Hem, and Lines, 2002)Aaker and Keller(1990)(Gwinner and Eaton, 1999)Tauber1988Aaker and Keller1990(Vlckner and Sattler, 2010Van Riel, Lemmink and Ouwersloot, 2001)Song et al.(2010)Hansen and Hem(2004)(2006)

H1

(Service Quality)

Chakrabarty, Whitten, and Green(2007)Brady and Cronin(2001)123Song et al.(2010)(Gwee, Hui, and Chau, 2002)Vlckner and Sattler(2010)(Dens and dePelsmacker, 2010)

Broniarczyk and Joseph(1994)Vlckner and Sattler (2006)H1

H2

H2a

(Brand Image)

(Keller, 2001)Torres and Bijmolt2009Bauer, Stokburger-Sauer and Exler(2008)Ogba and Tan(2009)Keller(2008)Boush1997Martnez et al.(2009)Salinas and Prez(2009)H1

H3

H3a

(Brand Identity)

Kapferer(1992)Roy and Banerjee(2007)Perry(2004)Moser2005Cruz and Cervino(1996)Rao and Ruekert(1995)Keller(2003)Dens and dePelsmacker(2010)H1

H4

H4a

(Self-monitoring)

Snyder1974Myers and Shocker(1981)(1)(2)(2006)Czellar(2003)Czellar

H5a

H5b

H5c

H5d

(Brand Tie Strength)

Stewart (2003)(1)()(2)(3) (Hess, 1996Fournier, 1998)(Brown et al., 2007)Beverland et al.(2006)()(Arnold et al., 2005)Wirtz and Chew(2002)

H6a

H6b

H6c

H6d

(H6bH4H6dH6cH5bH5cH5dH3H2H5aH6aH1) ()

(H6b)

3-1

1(Vlckner and Sattler, 2010Hem, deChernatony, and Iversen, 2003)Vlckner and Sattler (2010)Chase(19781981)Chase2Lei, deRuyter, and Wetzels(2008)3(Vlckner and Sattler, 2007)Aaker and Keller(1990)

1.

Aaker and Keller, 1990201020123-1

3-1

5.13

Friday's

4.33

3.43

4.47

3.67

6.33

5.90

6.80

Subway

5.47

3.90

2.

(1)(2)(Aaker and Keller, 1990)3-2

3-2

(8)

(1)

(0)

(0)

(4)

(5)

(0)

(0)

(0)

(1)

(1)

(4)

(1)

(5)

(0)

(7)

(14)

3C (3)

(2)

(4)

(0)

(2)

(2)

(3)

(2)

(7)

(4)

3C (0)

(1)

(5)

(1)

(0)

(16)

(1)

(1)

(9)

(0)

(0)

(3)

(3)

3.

22(Bhat and Reddy, 2001)3-3t12.301p0.055.0243.060t12.481p0.054.8202.764

3-3

t

p

(n=50)

(n=50)

()

12.301

0.000

5.024

3.060

()

12.481

0.000

4.820

2.764

*p