The Effects of the Brand Extension of Movies on Box Office Performance in the Korean Film Market

This study intended to broaden the research on brand-extended film and contribute to the generalization of the theory by applying the concept of brand extension to the film industry. By applying multiple regression analysis, we can grasp the effect of movie performance predictors on the brand-extended film at the box office. Multiple regression analysis results revealed that some factors related to movie performance significantly affected the box office success of the brand-extended film. Sequels still have a positive effect on the performance of the brand-extended film. Also, the number of brand-extended films negatively affects movie performance. This study has various practical implications. It identifies the box office factors, brand factors, and fit factors that are considered during the planning of the brand-extended film and suggests practical strategies that can be applied to the field