경영자원과 기업성과의 관계에서 브랜드의 조절효과
The Moderating Effect of Brand Resources on the Relation between Firm Resources and Performance
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초록
오늘날의 치열한 시장경쟁에서 강력한 브랜드는 기업의 경쟁우위 확보에 결정적 역할을 하는 것으로 알려져 왔다. 그러나 브랜드 자원과 경영성과의 관계를 직접적 선형관계로만 파악하는 것은 브랜드의 다양한 역할과 범위에 대한 통찰과 이해를 제한할 위험이 있다. 따라서 본 연구에서는 브랜드-기업성과의 관계를 직접적 선형관계에서 접근했던 이전의 관점에서 벗어나, 다양한 경영자원과 기업성과의 관계에서 브랜드 자원이 조절효과를 가지는지를 살펴보고자 한다. 본 연구에서는 벤처기업협회에서 2,500개 중소벤처기업을 대상으로 2020년에 실시한 벤처기업정밀실태조사 자료를 이용하여, 계층적 회귀분석 기법으로 연구모형을 검증하였다. 분석결과, 브랜드 자원은 기업의 매출액 증가에 직접적인 정(+)의 영향력을 가지는 것으로 나타났다. 또한 브랜드 자원은 총자산과 매출액의 관계는 물론, 지적재산권과 매출액의 관계를 유의적으로 조절하는 것으로 분석되었다. 그러나 브랜드 자원은 해외 시장점유율에는 정(+)의 유의적 영향을 보였으나, 국내 시장점유율에 미치는 직접적 영향은 비유의적인 것으로 나타났다. 또한 브랜드 자원이 국내외 시장점유율에 미치는 조절효과의 분석결과는 엇갈렸다.
Abstract
In today's fierce market competition, a strong brand could play a significant role in attaining competitive advantages. Focusing on the direct effects of brand resources on firm performance, numerous theoretical and empirical studies have paid extensive research efforts to explain how firm performance changes depending on the number of brands owned by firms. However, it would restrict our understandings, if the direct linear relationship is the only explanation to scrutinize the role and impact of brand resources. Going beyond the prior perspective, this study seeks to examine various roles and scopes of brand resources, especially by focusing on the possible moderating effect of it between other resources (tangible assets, intangible intellectual property, human resource capital) and firm performance(sales revenues, domestic-overseas market shares). By employing the data collected by Korea Venture Business Association from a detailed survey of 2,500 Korean small-medium ventures in 2020, this research examined not only the direct linear effect of brand, but the moderating effect of it between them via a hierarchical regression technique. The empirical results show that brand, like other resources (total assets, intellectual property), has a positive effect on sales revenue. In addition, it was found that brand significantly moderates the link between total assets and sales revenue, as well as between intellectual property rights and sales revenue. Yet, the direct effect of brand was reported to be insignificant with domestic market share, while brand resource was found to be positively significant with overseas market share. Furthermore, the hierarchical regression results were mixed regarding the moderating effect of brand resources, overseas market was found to be moderated by brand, while domestic market was not. The theoretical and managerial implications were suggested based on the research findings.
참고문헌 (22)
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