This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....

Aging is a global phenomenon for many countries and Korea is not an exception. After becoming an aging society in 2000, Korea turned an aged country in 2017 by having 14.3% of its population with older than 65 years old. It is expected to become a super-aged society by 2025 (Statistics Korea...

Marketing concept represents the idea that the purpose of marketing is to help an organization meet its objectives (Darroach et al. 2004). Market orientation has been suggested as a means to implement the marketing concept (Koli and Jaworski (1990). Reflecting the key concepts of marketing at...

Purpose – Past research on brand extensions has been searching for conditions for successful brand extensions. Two contradictory response patterns between fit levels and extension evaluation have been observed in past studies. This study attempts to synthesize these seemingly contradicting...

Purpose: Aging is a global phenomenon for many countries, and South Korea has become the fastest aging country in the world. The purpose of this study is to identify and validate a representative typology of older Koreans based on their lifestyle and value orientations. This study also makes a...

The nature, antecedents, and consequences of consumer animosity during the 1997 Asian economic crisis are investigated, based on a large-scale survey of 2000 adult consumers representative of five affected nations (Indonesia, Malaysia, Singapore, South Korea, and Thailand). An animosity model...

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were....