Abstract
This study aims to find the interaction between parent brand and extended brand, using Category Extension that is appropriate for food service. Study 1 focuses on how the parent brand affects the extended brand. To be more specific, 2X2 between subject design is set with the information of parent brand (exist/non-exist) and brand familiarity (high/low) as treatment variable. Dependent variables consist of purchase intention. Study 2 focuses on how the extended brand affects the parent brand. To be more specific, 2X2 within subject design is set with the brand familiarity (high/low) and perceived fit (high/low) as treatment variables. Dependent variables consist of purchase intention. Since the purchase intention are increased by utilizing parent brand’s information to the extended brand with low brand familiarity, introducing parent brand’s information on behalf of the new extended brand will bring positive results. This study reviews the influence of relationship variables of brand extension strategy from a food service company point of view. This is significant in providing a positive data base for establishing an effective brand extension strategy based on academic research.
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