기업의 명성이 브랜드 에쿼티와 구매 의도에 미치는 영향에 관한 연구

Abstract

This study verified the impact how intangible assets such as company reputation impact on brand equity and purchase intent, focused on health functional food brands launched by pharmaceutical companies. First, companies overall reputation and social responsibility were shown to have a significant impact on the purchase intent of health functional food brands. Second, the influence of companies' reputation on brand equity was shown in the order of social responsibility, overall reputation, and management ability. Third, the impact of brand equity on the purchase intent was shown significant impact with high intensity. Fourth, the mediated effect of brand equity in relationship between the factors of companies’ reputation and purchase intent showed the mediating effect of brand equity on items of overall reputation and social responsibility. Fifth, the effect of the consumer characteristics with high involvement in health functional foods was shown to be stronger on purchase intent. As companies’ reputation is having a significant impact on the formation of the brand equity and purchase intent, it is suggested that companies should perceive it as an important factor, manage strategically. It is expected to contribute to the establishment of an effective brand strategy.