The non-linear relationship between the brand image change and consumer reaction: The case of K-Pop idol groups
| Autor: | Yu-Cheng Lin, 林昱丞 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Brand image change becomes more important nowadays because consumers receive much more information on Internet on a daily basis, so the new needs of consumers is formed rapidly. In order to fulfill the rapidly emerging needs, firms need to promptly change their brand images. However, although the brand evolution and brand extension literature has revealed possible consequences of brand image change, scant studies have investigated whether high, median, and low levels brand image change will differently affect market reaction. Based on the brand incongruity theory, the current research posits that the relationship between brand image change and market reaction follows an inverted U shape. This research studies the fan reaction toward the image change of Korean pop music idol groups. According to the results of an ordinary linear regression analysis, this research reveals an inverted U relationship between brand image change and market reaction. Besides, this research captures the extent of brand image change and gives the idol groups’ company a lesson that the idol groups should not change their images extremely but gradually change their images so that they can ensure their original fandoms. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|