주얼리 브랜드 에쿼티의 지속가능한 경쟁우위요소에 관한 연구
A Study on Sustainable Competitive Advantages of Jewelry Brand Equity
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아커의 브랜드 에쿼티 모델은 브랜드 에쿼티가 브랜드 충성도, 브랜드명 인지, 지각된 품질, 브랜드 연상 및 기타 독점적 브랜드 자산을 기반으로 형성된다는 것을 나타내주고 있다. 이후 많은 후속 연구들이 아커의 모형을 적용하여 브랜드 에쿼티 측정을 시도해 왔으나 기타 독점적 브랜드 자산을 고려하지 않았다. 따라서 본 연구에서는 주얼리 브랜드의 지속가능한 경쟁우위로서 독점적 브랜드 자산과 다른 브랜드 에쿼티 구성개념간의 관계를 분석하여 브랜드 관리와 발전에 유용한 통찰력을 제시하고자 하였다. 본 연구 모형 분석을 위해 두 번의 설문조사를 수행 하였다. 첫 번째 설문조사 데이터는 각 주얼리 브랜드의 지속가능한 경쟁우위 요인을 규명하기 위해 5개 주얼리 브랜드 기업 종사자들로 부터 수집하였으며, 두 번째 설문조사 데이터는 각 주얼리 브랜드의 SCA로 규명된 요인들이 브랜드 이미지, 인지도, 직각된 품질 및 충성도에 미치는 영향을 규명하기 위해 그러한 브랜드를 구매한 경험이 있는 소비자들로부터 수집하였다. 분석 결과 주얼리 브랜드의 지속가능한 경쟁우위 요인이 브랜드 에쿼티 구성 개념들(지각된 품질, 브랜드 이미지, 브랜드 인지, 브랜드 충성도)에 유의한 정의 영향을 미치는 것으로 나타났다. 하지만 브랜드 이미지, 브랜드 인지, 지각된 품질은 특정 브랜드의 경우 선행연구에서 나타난 것처럼 브랜드 충성도의 중요한 동인이 아닌 것으로 나타났으며 본 연구결과는 각각의 주얼리 브랜드별로 각기 다른 지속가능한 경쟁우위에 전략적 포커스를 맞추어야 함을 시사하고 있다.
Abstract
Aaker's brand equity model demonstrates that brand equity is developed based on the five dimensions of brand loyalty, name awareness, perceived quality, brand associations, and other proprietary brands assets. Henceforth, a number of subsequent studies have applied Aaker's model in order to measure brand equity and yet, without considering other proprietary brands assets. Thus this study analyzes the relationship of proprietary brand asset as a sustainable competitive advantage of jewelry brand and other constructs of brand equity with the purpose of providing useful insight into brand management and advancement. For the purpose of analysing research model, two surveys have been conducted. The first survey data have been collected from the employees of five jewelry brand firms in order to identify sustainable competitive advantages of each jewelry brand and the second survey data have been collected from the customers with experience of purchasing those brands in order to identify the impact of those factors identified as SCA of each jewelry brand on brand image, recognition, perceived and loyalty. Results make evident a significant positive impact of sustainable competitive advantage on the constructs of brand equity namely perceived quality, brand image, brand awareness and brand loyalty. However, findings reveal that brand image brand awareness and perceived quality are not as important a driver of brand loyalty in some cases as put forward in previous research and evidence suggesting strategic focus of different sustainable competitive advantage for each jewelry brand are required.
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