Abstract
This study investigates to find out the difference of perceptional level of extended brand attributes when a restaurant brand generates horizontally and vertically extension brands for a college student group. The results are they thought positively on the parent brand and the extension brands as the average level of parent brand image and extension brand image was high. Regarding the difference of level on the extension brand attributes, there were significant difference by extension brand in the price, similarity, extension brand image, and perceived quality. Although there was no significant difference in parent brand image and purchase intention, the price showed the biggest difference in the extension brand attributes.
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