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- W6024879 abstract "Abstract : The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashionproducts in case of fashion brand extension. The subjects of this study were 386 college students and data were collectedusing survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed thatthere were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude)in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that atti-tude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on atti-tude towards extended products. Perceived risk in extended products then had a negative effect on purchase intentionof extended products whereas attitude towards extended products had a positive effect on purchase intention of extendedproducts.Keywords : brand extension, attitude, risk, purchase intention" @default.
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- W6024879 date "2008-01-01" @default.
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- W6024879 title "Effect of Attitude towards Parent Brand on Extended Fashion Product in Fashion Brand Extension" @default.
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