How the Strength of Parent Brand Associations Influences the User Acceptance of Extended brand: Internet of Things Perspective

Hyun A Lim, Hyuk-Jun Kwon, Jaewon Choi


The purpose of the research is to identify the effects of brand evidence, brand personality and negative factors on extended brand trust and customer purchase intention in IoT (Internet of Things) service. Negative factors include scarcity marketing and privacy concern. To achieve this objective, we analyzed the 269 respondents who had used Xiaomi products at least more than once. The results of this study are as follows: First, it was found that core service, self-image congruence of brand evidence and brand personality has a positive influence on extended brand trust. But, perceived price of brand evidence is not related to extended brand trust. Secondly, Scarcity marketing influenced extended brand trust. But, Privacy concern is not related to extended brand trust. Consumers did not realize privacy because of technological innovation of IoT. Thus, the research has a different significance from antecedent research.

Full Text:



Aaker, D. A., “Building Strong Brands,” New York: The Free Press, 1996.

Aaker, D. A., “Managing Brand Equity: Capitalizing on the Value of a Brand Name,” NY: The Free Press, 1991.

Aaker, D. A. and Joachimsthaler, E., “The brand relationship spectrum: The key to brand architecture challenge,” California Management Review, Vol. 42, No. 40, pp. 8-23, 2000.

Aaker, D. A. and Keller, K. L., “Consumer Evaluations of Brand Extensions,” Journal of Marketing,” Vol. 54, No. 1, pp. 27- 41, 1990.

Aaker, J. L., “Dimensions of brand personality,” Journal of Marketing Research, Vol. 34, pp. 347-356, 1997.

Ajzen, I. and Fishbein, M., “Understanding Attitude and Prediction Social Behavior,” Englewood Cliffs, NJ: Prentice Hall, 1980.

Bae, W.-A., “Effect of the Perceived Service Quality of the Parent Brand of a Hotel Food Service Chain on the Purchase Intention of the Extended Brands: focusing on mediation effect of the loyalty on the parent brand,” Korean Journal of Tourism Research, Vol. 29, No. 6, pp. 127-150, 2015.

Baldinger, A., “Defining and Applying the Brand Equity Concept: Why the Researcher Should Care,” Journal of Advertising Research, Vol. 30, No. 3, pp. 2-5, 1990.

Choi, H. H., Kim, J. J., and Koo, D. M., “The Effect of Brand Coolness On Brand Affect and Brand Cognition,” Korea Research Academy of Distribution and Management Review, Vol. 17, No. 1, pp. 73-87, 2014.

Chung, G. E. and Lee, K. H., “The Effects of Brand Evidence on Brand Attitude and Brand Loyalty,” Society of humanity, Vol. 6, No. 4, pp. 1079-1098, 2015.

Chung, K., Kim, J.-Y., and Ryoo H. Sung, “The Effect of Brand Personality on Word- Of-Mouth and Brand Loyalty; Applying the Theory of Social Identification,” Journal of Consumer Studies, Vol. 13, No. 1, pp. 25-43, 2002.

Dodds, W., Monroe, K. B., and Grewel, D., “Effect of Price, brand and store information on buyer’s product evaluation,” Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319, 1991.

Grace, D. and O’Cass, A., “Service Branding: Consumer Verdicts on Service Brand,” Journal of Retailing and Consumer Service, Vol. 12, No. 2, pp. 125-139, 2005.

Ha, D.-H., “The Effects of Brand Evidence on Brand Value, Customer Satisfaction and Brand Verdict in the Hotel Industry,” Korean Journal of Tourism Research, Vol. 24, No. 3, pp. 281-306, 2009.

Ha, D.-H. and Kim, S.-H., “Effects of Constructs of Brand Evidence on Brand Satisfaction and Customer Loyalty in the Family Restaurant,” Journal of the East Asian Society of Dietary Life, Vol. 20, No. 3, pp. 458-472, 2010.

Ha, J.-Y. and Han, Y.-J., “Effect of Brand Personality, Brand-Self-image Congruence and Brand Affect on SNS Brand Recommendation,” Journal of the Korea Contents Association, Vol. 15, No. 7, pp. 389- 402, 2015.

Han, S.-J., “The Effects of Self-Efficacy, Satisfaction and Reuse Intention on Adoption of Internet of Things-Based on Culture Tourism Information Service Users Evaluation,” Journal of Hotel Resort, Vol. 15, No. 1, pp. 91-112, 2016.

Haugtvedt, C. P. and Petty R. E., “Personality and persuasion: Need for cognition moderates the persistence and resistance of attitude changes,” Journal of Personality and Social Psychology, Vol. 63, pp. 308-319, 1992.

Jeon, J. A., “A study of Hotel’s Brand Personality on the Brand Extensions-The Moderate effect of consumer’s,” Korea Hotel & Resort Association, Vol. 10, No. 1, pp. 27-40, 2011.

Keller, K. L., “Brand Synthesis: The Multi- dimensionality of Brand Knowledge,” Journal of Customer Research, Vol. 29, pp. 596-599, 2003.

Keller, K. L., “Strategic Brand Management: Building, Measuring and Managing Brand Equity,” New Jersey, Prentice Hall, 2007.

Kim, B., “A Study of Antecedents of Continuance Intention in Mobile Social Network Service: The Role of Trust and Privacy Concerns,” Knowledge Management Research, Vol. 13, No. 4, pp. 83-100, 2012.

Kim, E.-A., Kim, K. S., Lee, C. S., and Lee, C. H., “A Study on Development and Application of Taxonomy of Internet of Things Service,” The Journal of Society for e-Business Studies, Vol. 20, No. 2, pp. 107-123, 2015.

Kim, Y. M., “The effect of Brand Personality of Sporting goods on brand Satisfaction, Brand identification and Brand Loyalty,” Korean Journal of Sport Management, Vol. 14, No. 3, pp. 233-246, 2009.

Kotler, P., “Marketing administration: analysis, planning, implementation and control,” Atlas, 1994.

Kotler, P., “Marketing Management: Analysis, Planning, Implementation and Control, Englewood Cliffs,” New Jersey: Practice Hall, Inc, 1997.

Kotler, P., “Marketing Management: Analysis, Planning, Implementation and control,” NJ: Prentice Hall, 1991.

Lee, A. R., “Hotel Brand Peculiarities, Self- image Conformity, Customer’s Trust and Attitude Toward Hotel Brand,” Journal of tourism and Leisure Research, Vol. 23, No. 6, pp. 435-455, 2011.

Lee, B.-B. and Seo, W.-S., “Effect of Parent Hotel Brand Equity on Customer’s Attitude toward Midscale and Economy level Hotel Brand Extension and Perceived Value-Focused on Mega Chain Upper- Upscale Hotel Brands,” Korean Journal of Tourism Research, Vol. 25, No. 6, pp. 263-285, 2012.

Lee, M. H. and Jin, Y. H., “The Effects of Brand Evidence on the Brand Trust, Switching Cost, Attractiveness Alternatives, and Brand Loyalty in the Hotel Firms,” Journal of Foodservice Management Society of Korea, Vol. 14, No. 5, pp. 197-220, 2011.

Lu, T., “On the definition of brand equity,” The social sciences of Zhong Shan University, pp. 17-22, 2004.

Lynn, M., “Scarcity Effects on Value: Mediated by Assumed Expensiveness,” Journal of Economic Psychology, Vol. 10, pp. 257-274, 1989.

Park, C. W., Milberg, S., and Lawson, R., “Evaluation of brand extensions: the role of product feature similarity and brand concept consistence,” Journal of consumer research, Vol. 18, No. 2, pp. 185-193, 1991.

Park, J. Y., Choi, I.-H., and Jang, K.-S., “The Influence of Self-Congruity between Brand Personality and Self-Image on Attitude Toward Brand,” Asia Marketing Journal, Vol. 3, No. 2, pp. 92-114, 2001.

Pavlou, P. A., “State of the Information Privacy Literature: Where Are We Now and Where Should We Go,” MIS Quarterly, Vol. 35, No. 4, pp. 977-988, 2011.

Sichtmann, C., “An analysis of antecedents and consequences of trust in a corporate brand,” Journal of Marketing, Vol. 41, No. 9, pp. 999-1015, 2007.

Sirgy, M. J., “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 9, pp. 287-300, 1982.

Sirgy, M. J., “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, Vol. 9, pp. 287-300, 1982.

Swanminathan, V., Stilley, K. M., and Ahluwalia, R., “When brand personality matters: The moderating role of attachment styles.,” Journal of consumer Research, Vol. 35, No. 6, pp. 985-1002, 2009.

Tauber, E. M., “Brand Franchise Extension: New Product Benefits from Existing Brand Names,” Business Horizons, Vol. 2, pp. 36-41, 1981.

Tauber, E. M., “Brand Leverage: Strategy for Growth in A Cost Controlled World,” Journal of Advertising Research, Vol. 28, pp. 26-30, 1998.

Tauber, E. M., “Brand Leverage: Strategy for Growth in a Cost-Control World,” Journal of Advertising Research, Vol. 18, No. 1, pp. 26-30, 1988.

Won, H. Y., “The effect of congruity between brand personality and self-image on the customer’s attitude in the food service industry,” Food service Management society of korea, Vol. 11, No. 1, pp. 7-31, 2008.

Yi, Y. J., “A Theoretical Examination of Customer Satisfaction Research: Findings and Outlook,” Korea society of consumer, Vol. 11, No. 2, pp. 139-166, 2000.

Zheng, C. D., “Enterprise brand extension strategies,” Tianjin University, Vol. 4, 2005.

Zhou, Z., “The brand extension of the border,” Industry and management, pp. 13-17, 2006.


  • There are currently no refbacks.