브랜드 전형성에 기반한 전략적 브랜드 제휴 효과에 관한 연구 -제품유사성과 개념일치성을 중심으로-
A Study of the Effects of Strategic Brand Alliance Based on Brand Typicality - Focused on product similarity and concept agreement -
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본 연구는 현재의 국내 귀금속 산업의 시대적 상황에서 브랜드를 도입하려는 업체들에게 다소의 도움이 되고자 귀금속 브랜드 도입을 위한 방법 중 한가지인 브랜드제휴에 관하여 연구를 하고 귀금속 업계의 브랜드 도입에 대한 방향을 제시하는데 그 목적이 있다. 이러한 목적으로 본 연구에서는 비전형성 브랜드제품과 전형성 브랜드 의 구성요소 브랜드제휴에 대한 소비자 태도를 평가하기 위하여 구성요소 브랜딩을 이용한 브랜드제휴 모델을 구축하였다. 개념화를 용이하게 하기 위하여 비전형성 브랜드로 수도권 백화점에 2개의 매장을 갖고있는 미즈 를 선정하였으며 전형성브랜드로는 사전조사를 거쳐 겐조(패션,향수)와 시슬리(화장품) 등 2개의 브랜드를 선 정하였다. 본 연구의 조사결과는 다음과 같다. 첫째, 구성요소를 통한 브랜드제휴는 전형성브랜드, 제휴브랜드 그리고 비 전형성브랜드 모두에게 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 제품유사성이 제휴후의 브랜드 평가에 미치는 영향을 분석한 결과 제품유사성은 전형성브랜드 제휴브랜드 그리고 비전형성브랜드 모두에게 정(+)의 방향으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 제품유사성과 유사하게 개념일치성이 제휴후의 브랜드 평가에 미치는 영향을 분석한 결과 개념일치성은 전형성브랜드와 제휴브랜드 그리고 비전형성브랜드 모두에게 유의한 영향을 미치는 것으로 나타났다. 넷째, 전형성/비전형성 브랜드간의 구성요소를 통한 브랜드 제휴에 있 어 전형성브랜드 명의 위치 (placement)는 제휴브랜드에 대한 소비자태도에 영향을 미치는 것으로 나타났다.
Abstract
The purpose of this study is to present a direction regarding brand introduction of the precious metal industry and research on a strategic brand alliance which is one of the several ways for a precious metal brand introduction, in order to be helpful to enterprises under the current market situations of the domestic precious metal industry. For this purpose, the strategic brand alliance model based on the components branding was established, in order to evaluate consumer attitude regarding the strategic brand alliance of components branding with non-typical brand products and typical brand products. For the non-typical brand Miz, which has two shops at a department store in a capital region, and for the typical brand, two brands such as KENZO(fashion, perfume) and Sysley(cosmetics) were selected by the prior research. The results of having been analyzed are as the followings. firstly, the strategic brand alliance by the brand components gives an effect positively to the typical brands, the allianced brand and the non-typical brand. Secondly, a product-similarity affect positively a strategic alliance brand, a typical brand and a nontypical brand as a result of having analyzed the influence of a product-similarity to the brand evaluation after strategic brand alliance. Thirdly, a concept-agreement affect positively a strategic alliance brand, a typical brand and a non-typical brand as a result of having analyzed the influence of a product-similarity to the brand evaluation after strategic brand alliance as being similar with a product-similarity. Fourthly, Typical brand name position(placement) has the positive effects to consumer attitude regarding a allianced brand under the circumstance of brand alliance between typical brand and non-typical brand.
참고문헌 (32)
- 김경민, "모브랜드에 대한 지식이 브랜드 확장에 대한 평가에 미치는 영향", 소비문화연구, 9(1), pp.45~60 (2006), 한국소비문화학회
- 여준상, "조절 초점이 브랜드확장 평가에 미치는 영향과 그 매개과정에 관한 연구", 소비문화연구, 9(4), pp.105~121 (2006), 한국소비문화학회
- Aaker,David A, "Managing Brand Equity" (1991), The Free Press
- Aaker, D. A, "Consumer evaluations of brand extensions", Journal of Marketing, 54, pp.27~41 (1990)
- Aaker,David A, "Building Strong Brands" (1996), The Free Press
- Alba, Joseph W, "Dimension of Consumer Expertise", Journal of Consumer Research, 13, pp.411~453 (1987)
- Aaker, D. A, "Memory and Decision Making. in Handbook of Consumer Theory and Research", pp.1~49 (1991), Prentice-Hall, Inc.
- Anderson, N, "Effect of concomitant verbal recall on order effects in personality impression formation", Journal of Verbal Language and Verbal Behavior, pp.379~391 (1963)
- Asch,S, "Forming impression of personality", Journal of Abnormal and Social Psychology, 41, pp.258~290 (1946)
- Broniarozyk, Susan. M, "The Importance of the Brand in Brand Extension", Journal of Marketing Research, 30, pp.214~228 (1994)
- Cohen, B, "Models of Concepts", Cognitive Science, 8(1), pp.27~58 (1984)
- Dacin, P. A, "The effect of brand portfolio characteristics on consumer evaluations of brand extensions", Journal of Marketing Research, 31, pp.229~242 (1994)
- Erickson, G. M, "Image Variables in Multi-Attribute Product Evaluation: Contry-of-Origin Effects", Journal of Consumer Research, 11, pp.694~699 (1984)
- Fazio,R.H, "How do attitudes guide behavior? in The Handbook of Motivation and Cognition: Foundations for Social Behavior" (1986), Guilford Press.
- Keller,K.L, "Strategic Brand Management. Building, Measuring and Managing Brand Equity" (1998), Prentice Hall
- Keller, K. L, "The effects of sequential introduction of brand extensions", Journal of Marketing Research, 29, pp.35~40 (1992)
- Keller,K.L, "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, 57, pp.1~22 (1993)
- Luchins,A.S, "Influence of experience with conflicting information on reactions to subsequent conflicting information", Journal of Social Psychology, 51, pp.367~385 (1960)
- Murphy,G.L, "Comprehending complex concepts", Cognitive Science, 12(4), pp.529~562 (1988)
- Narasimhan,C, "new appeal of private brands", Harvard Business Review, (41) (1999)
- Newcomb,T.M, "An Experiment Designed to Test the Validity of a Rating Technique", Journal of Educational Psychology, 22, pp.279~289 (1931)
- Park, C. W., "Evaluation of brand extensions: the role of product level similarity and brand concept consistency", Journal of Consumer Research, 18, pp.185~195 (1991)
- Park, C. W, "Composite branding alliances: an investigation of extension and feedback effects", Journal of Consumer Reaserch, 18, pp.185~195 (1996)
- Reddy, S. K, "To extend or not to extend: success determinants of brand extensions", Journal of Marketing Research, 31, pp.243~262 (1994)
- Romeo,J.B, "The effect of negative information on the evaluations of brand extension and the family brand. in Advances in Consumer Research, Vol. 18", pp.399~406 (1991), Association for Consumer Reasearch
- Schmidt, B. H, "Contextualized representation of brand extensions: are feature lists or frames the basic components of consumer cognition?", Marketing Letters, 3(2), pp.115~126 (1992)
- Simonin, B. L, "Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes", Journal of Marketing Research, 35, pp.0~42 (1988)
- Smith, D. V, "The Effects of Brand Extension on Market Share and Advertising Efficiency", Journal of Marketing Research, 29, pp.296~313 (1992)
- Tauber,E.M, "Brand Franchise Extensions: New Product Benefit from Existing Brand Names", Business Horizons, 24(20), pp.36~41 (1981)
- Tauber,E.M, "Brand Leverage: Strategy for Growth in a Cost-Control World", Journal of Advertising Research, 28, pp.26~30 (1988)
- Intel inside, generic outside: implications of ingredient branding for national and private label brands, "Vaidyanathan, R", University of Minnesota-Duluth, ~ (1999)
- Zhang, S, "New Approaches to The of Similarity in Consumer Research", Advances in consumer research, 24, pp.15~16 (1997)