유통업자 브랜드와 제조업자 브랜드 제휴에 대한 소비자 반응연구-소재 브랜딩을 중심으로-
Consumer Responses to the Alliance between Private Brands and National Brands -Focused on Ingredient Branding-
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초록
기존 연구에서는 주로 유통업자 브랜드와 제조업자 브랜드는 경쟁관계로 보았다. 하지만 본 연구에서는 유통업자 브랜드가 제조업자 브랜드를 소재 브랜드로 사용하면 유통업자 브랜드에 대한 소비자들의 저품질 인식을 변화시킬 수 있다는 측면을 이론적, 실증적으로 밝히고자 하였다. 연구결과 유통업자 브랜드가 제조업자 브랜드를 소재 브랜드로 사용하면 지각된 품질과 구매의도가 향상되는 것으로 나타났다. 그리고 제조업자 브랜드와 제품의 일치 정도가 중간일 때 소비자가 가장 긍정적인 반응을 보이는 것으로 나타났다. 이 관계에서 기능적 위험이 조절변수 역할을 하는 것으로 나타났는데 기능적 위험이 높을 때는 소비자들이 유통업자 브랜드와 제조업자 브랜드의 높은 일치성의 경우에 더 좋은 반응을 나타냈으며, 기능적 위험이 낮을 때는 중간정도 일치할 때 더 좋은 반응을 나타냈다.
Abstract
Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands.We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk.Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low.
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