ABSTRACT In the present study, we constructed a new research model to understand the feedback effects of brand extension by applying expectation disconfirmation theory to a real-world case of brand extension among South Korean newspapers. We found that the feedback effect was significant in brand extension efforts between the newspaper and broadcast industries. In addition, the relationships between evaluations of the extension brand and the parent brand were mediated by variables defined by expectation disconfirmation theory, including perceived performance and expectation disconfirmation. We also found that expectation disconfirmation can affect evaluations of the parent brand regardless of the perceived fit. Finally, we verified that expectation disconfirmation differs according to the level of perceived fit.

中文翻译：

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母报品牌建立的有线网络中品牌延伸的反馈效应：应用期望失证理论

摘要在本研究中，我们构建了一个新的研究模型，通过将期望失证理论应用于韩国报纸品牌延伸的真实案例来理解品牌延伸的反馈效应。我们发现，在报纸和广播行业之间的品牌延伸工作中，反馈效应显着。此外，延伸品牌与母品牌评价之间的关系由期望失证理论定义的变量介导，包括感知绩效和期望失证。我们还发现，无论感知契合度如何，预期失实都会影响对母品牌的评估。最后，我们验证了期望失实根据感知适合程度的不同而不同。