중국 문화적 가치에 근거한 현지화 브랜드 개성 차별화 전략 : 好利来, 面包新语, 巴黎贝甜을 중심으로
The Differentiation Strategy of Brand Personality based on Chinese Cultural Values : In the case of Holiland, BreadTalk, and Paris-Baguette Bakery in Beijing
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study developed a bakery brand scale using Aaker(1997) Brand Personality Scale(BPS). The findings revealed that bakery brand personality was consisted of 3 dimensions such as ‘Sincerity’, ‘Competence’ and ‘Sophistication’. Through the comparing with ‘Sincerity’, ‘Competence’ and ‘Sophistication’ with Schwartz’s culture value, Personality Five-Factor Model(FFM), the Chinese Personality Assessment Inventory(CPAI), and Chinese Brand Personality Scale(CBPS), the results might provide a more clear and distinct brand personalities in the minds of Chinese. Data used in the analysis were gathered from Beijing. Haolilai is percerived as being more Sincerity than BreadTalk and Paris-Baguette. BreadTalk is percerived as being more Competence than Holilai and Paris-Baguette. Paris-Baguette percerived as being more Sophistication than Holilai and BreadTalk. In the view of culture value, FFM, CPAI, and CBPS, the Sincerity relatively higher value on Conservatism Need, Competence relatively higher value on being capable and courageous activity, Sophistication appears to be more directly related to conspicuous consumption. The results of this study has, from a new perspective, suggested the implications in the Chinese-style marketing for local and multiple corporations.
Abstract
This study developed a bakery brand scale using Aaker(1997) Brand Personality Scale(BPS). The findings revealed that bakery brand personality was consisted of 3 dimensions such as ‘Sincerity’, ‘Competence’ and ‘Sophistication’. Through the comparing with ‘Sincerity’, ‘Competence’ and ‘Sophistication’ with Schwartz’s culture value, Personality Five-Factor Model(FFM), the Chinese Personality Assessment Inventory(CPAI), and Chinese Brand Personality Scale(CBPS), the results might provide a more clear and distinct brand personalities in the minds of Chinese. Data used in the analysis were gathered from Beijing. Haolilai is percerived as being more Sincerity than BreadTalk and Paris-Baguette. BreadTalk is percerived as being more Competence than Holilai and Paris-Baguette. Paris-Baguette percerived as being more Sophistication than Holilai and BreadTalk. In the view of culture value, FFM, CPAI, and CBPS, the Sincerity relatively higher value on Conservatism Need, Competence relatively higher value on being capable and courageous activity, Sophistication appears to be more directly related to conspicuous consumption. The results of this study has, from a new perspective, suggested the implications in the Chinese-style marketing for local and multiple corporations.
참고문헌 (27)
- 박 상 수, "중국시장에서의 중국식 마케팅 전략에 대한 연구", 중국연구, 41, pp.101~117 (2007), 중국연구소
- 윤태환, "BPS를 이용한 관광목적지 브랜드 평가척도의 개발 - 도시브랜드를 대상으로 -", 관광학연구, 33(6), pp.261~279 (2009), 한국관광학회
- 하인주, "한·중 브랜드 개성 유형에서 나타난 유사성과 차이성에 근거한 한국 외식 기업의 중국 경영 현지화 접근의 탐색적 연구", 외식경영연구, 13(2), pp.57~80 (2010), 한국외식경영학회
- 하인주, "한·중·일 3국 브랜드개성 유형의 유사성과 차이성 비교를 통한 문화적 공통성과 특수성에 관한 연구", 국제지역연구, 13(3), pp.419~440 (2009), 국제지역연구센터
- 하인주, "한·중·일 3국 대학생이 인식하는 맥도날드와 KFC의 브랜드 개성 차원에 관한 비교 연구", 동북아경제연구, 22(1), pp.83~110 (2010), 한국동북아경제학회
- 黄胜宾, "品牌个性维度的本土化研究", 南开管理评论, 6(1) (2003)
- 何佳讯, "仁和与时新:中国市场中品牌个性评价的关键维度及差异分析", 营销科学学报, 4(3) (2008)
- 王于, "消费的欲望" (2005), 南方日报出版社
- Aaker, J. L., "Dimensions of brand personality", Journal of Marketing Research, 34 (1997)
- Aaker, J. L., "Consumption symbols as carriers of culture : A study of Japanese and Spanish brand personality constructs", Journal of Personality and Social Psychology, 8(13) (2001)
- Aaker, J., "When good brands do bad", Journal of Consumer Research, 31(6) (2004)
- Cheung, M. Fanny, "Indigenous Chinese Personality Constructs Is the Five-Factor Model Complete?", Journal of cross-Cultural Psychology, 32(4) (2001)
- Ekinci, Y., "Destination personality: An application of brand personality to tourism destination", Journal of Travel Research, 45(2) (2010)
- Hair, J. F., Jr., "Multivariate Data Analysis" (2006), Prentice Hall
- Keller, K. L., "Conceptulizing, measuring, and managing customer- based brand equity", Journal of Marketing, 53 (1993)
- McCrae, R. R., "An Introduction to the Five-Factor Model and its Applications", Journal of Personality, 60 (1992)
- McCrae,R. R., "NEO-PI-R Data from 36 Cultures: Further International Comparisons" (2002), Kluwer Academic. Plum Publishers
- McCrae, R. R., "Adding liebe und arbeit: The full five-factor model and well-being", Personality and Social Psychology Bulletin, 17 (1992)
- Roth, M. S., "The effects of culture and socioeconomics on the performance of global brand image strategies", Journal of Marketing Research, 32 (1995)
- Schwarz. S. H., "A Theory of Cultural Values and Some Implications for work", Applied Psychology : An International Review, 48 (1999)
- Siguaw, Jady A, "A re-examination of the generalizability of the Aaker brand personality measurement framework", Journal of Strategic Marketing, 11(5) (2003)
- Soares, A. M., "Hofstede’s dimensions of culture in international marketing studies", Journal of Business Research, 60 (2007)
- Supphellen, M., "Building Foreign Brand Personalities in Russia: the Moderating Effect of Consumer Ethnocentrism", International Journal of Advertising, 22(2) (2003)
- [URL]
- [URL]
- [URL]