Nonlinear feedback effects of brand extensions : a modified diagnosticity perspective브랜드 확장범위에 따른 반향효과의 비선형적인 변화 : 확장정보가 갖는 진단성 관점에서의 접근

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dc.contributor.advisorHahn, Min-Hi-
dc.contributor.advisor한민희-
dc.contributor.authorKim, Sie-Na-
dc.contributor.author김세나-
dc.date.accessioned2011-12-27T04:20:48Z-
dc.date.available2011-12-27T04:20:48Z-
dc.date.issued2006-
dc.identifier.urihttp://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=260100&flag=dissertation-
dc.identifier.urihttp://hdl.handle.net/10203/53465-
dc.description학위논문(박사) - 한국과학기술원 : 경영공학전공, 2006.8, [ iv, 72 p. ]-
dc.description.abstractTwo experiments are reported that investigate nonlinear patterns of feedback effects on family brands across close, moderate, and far brand extensions. When extensions are unsuccessful, patterns of negative feedback effects are of inverted U-shape showing greater impacts in close and far extensions than moderate extensions. When extensions are successful, positive feedback effects show greater impacts in moderate or far extensions than in close extensions. The newly observed nonlinear patterns cannot be explained by affect transfer theory or diagnosticity theory. I find that perceived diagnosticity of extension information varies in nonlinear patterns similar to those of feedback effects. Our regression analysis indicates that the nonlinearly shaped diagnosticity explains the observed patterns of positive and negative feedback effects.eng
dc.languageeng-
dc.publisher한국과학기술원-
dc.subjectfeedback effect-
dc.subjectbrand extension-
dc.subjectfamily brand-
dc.subjectdiagnosticity-
dc.subject진단성-
dc.subject반향효과-
dc.subject브랜드 확장-
dc.subject모 브랜드-
dc.titleNonlinear feedback effects of brand extensions-
dc.title.alternative브랜드 확장범위에 따른 반향효과의 비선형적인 변화 : 확장정보가 갖는 진단성 관점에서의 접근-
dc.typeThesis(Ph.D)-
dc.identifier.CNRN260100/325007 -
dc.description.department한국과학기술원 : 경영공학전공, -
dc.identifier.uid020005049-
dc.contributor.localauthorHahn, Min-Hi-
dc.contributor.localauthor한민희-
dc.title.subtitlea modified diagnosticity perspective-
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