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승용자동차 재구매고객들의 기업브랜드 선택속성과 기업브랜드 평가

The Effect of Consumer’s Brand Choice Attributes on Automobile Corporate Brand Evaluation

장영혜|박명호
한국소비문화학회|2009.06|소비문화연구 (Journal of Consumption Culture)|제12권 제2호|pp. 67-97|DOI 10.17053/jcc.2009.12.2.004

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참고문헌

키워드

기업브랜드 선택속성기업브랜드 평가corporate brand choice attributesCorporate brandingcorporate-level strategic decision making

초록

기업브랜드는기업수준의전략적의사결정으로기업전체의관점에서관리되어야하나대다수의선행연구에서는보다직접적인마케팅수준에집중되었거나마케팅수준을제외하고간접적인기업전략에집중되어, 기업브랜드선택행동을체계적으로이해하기에는부족하다. 따라서본연구에서는소비자들의의사결정과정이복잡하고다른소비자들에게파급효과가높은승용차재구매고객들을대상으로기업전체의관점에서기업브랜드선택속성과기업브랜드평가요인을도출하여이들간의관계를확인하여효과적인기업브랜드관리를위한전략적방향을제시하였다. 기업브랜드선택속성은기업수준(기업명성, 사업역량, 기업브랜드개성)과마케팅수준(기능적혜택, 상징적혜택, 감정적혜택)으로구분하였으며, 기업브랜드평가는소비자들의감정적반응(기업브랜드신뢰)과행동적반응(기업브랜드 충성도)으로 구분하여 분석하였다. 분석결과, 기업브랜드 선택속성 가운데 사업역량과 기능적 혜택이소비자들의기업브랜드평가에매우중요한요인인것으로나타났다. 그리고기업명성은기업브랜드신뢰를통해기업브랜드충성도에영향을미치며, 기업브랜드선택속성은기업브랜드평가에영향을미치는요인이기업브랜드별로다르다는것이확인되었다. 감정적혜택은특정기업브랜드에서만기업브랜드충성도에직접적인영향을미치고, 기업브랜드개성가운데선도성은기업브랜드신뢰에긍정적영향과부정적영향이모두 나타났다. 본연구의결과는소비자들의기업브랜드선택행동을포괄적으로이해하는데도움이될것이며, 기업브랜드별로소비자들의기업브랜드에대한평가에중요한역할을하는속성들을제시하였으므로개별기업들에게는호의적인기업브랜드를구축하기위한보다효과적인전략수립에도움이될수있을것이다

Abstract

Corporate branding implies a broader and organization-wide perspective, therefore it should be managed in terms of the corporate-level strategic decision making. In prior research, however, consumers’s corporate brand choice behavior is less integrated and academics argue for a systematic understanding of its concept. This research is to establish psychometric properties of the corporate brand choice attributes and corporate brand evaluation dimensions for automobile repurchase consumers. We then examined the relationship between the corporate brand choice attributes and corporate brand evaluation dimensions, and suggest strategic directions for designing corporate branding. The corporate brand choice attributes are distinguished into two different groups: corporate-level dimensions (corporate reputation, business competence, and corporate brand personality) and marketing level dimensions (functional, symbolic and emotional brand benefit). Corporate brand evaluation is examined to two distinct response types-affective response (corporate brand trust) and behavioral response (corporate brand loyalty). The findings indicate that corporate competence and functional benefit, among consumers’s corporate brand choice attributes, have played the very central role in evaluating corporate brand. Corporate reputation has effects on corporate brand loyalty through the corporate brand trust. Corporate brand choice attributes are found to differ with the respective corporate brands. Emotional brand benefit had direct effects on corporate brand loyalty for certain corporate brands. Among brand personality variables, ‘guidance’ had both positive and negative influences on corporate brand trust. The result of this research provides useful implications in comprehensive understanding of consumers’scorporate brand choice behavior. The findings also suggest that the attributes play an important role in evaluating corporate brand, and managers could design effective marketing strategy for building favorable corporate brands.

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