The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

 I. Introduction  II. Background   1. Brand extension   2. Congruence between parent brand imageand self-image   3. Perceived risk   4. Product knowledge  III. Methods   1. Research subjects and data collection   2. Measurement instrument  IV. Results and Discussion   1. Effect of brand congruity, perceived risk,and product knowledge on attitude towardsextended product   2. Effect of brand congruity on attitude towardsextended product depending on the level ofperceived risk   3. Effect of brand congruity on attitude towardsextended product depending on the level ofproduct knowledge  V. Conclusion  References

• 이영주(성신여자대학교 의류학과) | Rhee, YoungJu