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Abstract ▼ AI-Helper

Despite the substantial research interest in brand extension, the concept has rarely been applied to online services. In this study, we examined the association between the extended brand and the parent brand. More specifically, using the technology acceptance model, we tested how the perception of ...

Despite the substantial research interest in brand extension, the concept has rarely been applied to online services. In this study, we examined the association between the extended brand and the parent brand. More specifically, using the technology acceptance model, we tested how the perception of ‘Opencast’, a brand-extended online service influences the perception of its parent brand, Naver. Firstly, factors affecting the perceived usefulness and ease of use of Opencast were suggested and tested. Secondly, the influences of the perception of Opencast on that of the parent brand were tested. After discussing the implications of findings, this paper concludes with suggestions for future research.

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