장수상표 콜라보레이션 브랜드의 소비자 구매의도 연구- 국내 편의점 자체브랜드(PB) 사례를 중심으로 -

Abstract

Brand collaboration using longlasting brands, which are drawing attention today, has many differences compared to traditional strategies, so there are both favorable evaluations and concerns. It is needed to identify the effect of these collaborations for the first. Firstly, several cases within the domestic convenience stores’ private products were analyzed. Secondly, a survey was conducted. Thirdly, the reseacher analyzed the correlation between each factor of brand impression and purchase intention. Furthermore, conducted another correlation analysis between factors of perceived fit and purchase intention. The overall brand impression of a collaboration has no significant correlation with purchase intention. However, brand reliability, sophisticatedity, ostentatiousness, and interestingness have a significant impact. Also, the perceived fit has non-significant effect on purchase intention. But it is valid that longlasting brand images are extend properly. In conclusion, the longlasting brand collaboration is right strategy for the main consumer group. However, follow-up studies are neeeded about negative effect factors, and then they should suggest the better direction of collaboration.