소비자 가치가 브랜드 카리스마, 브랜드 태도 및 구매의도에 미치는 영향에 관한 연구 - 매스티지 브랜드를 중심으로 -
The Study on the Influence of Consumers’Value that Affects Brand Charisma, Brand Attitude and Purchase Intention - With Relevance to Masstige Brand -
0
조회
0
다운로드
34
인용
0
참고문헌
키워드
초록
Now, the Korean consumer market enters into the stage of the advanced country type’s mature consumption,totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle–income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.
Abstract
Now, the Korean consumer market enters into the stage of the advanced country type’s mature consumption,totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle–income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.
참고문헌 (40)
- 강영순, "리더십과 리더십 유효성" (2002), 무역경영사
- 김민정, "소비자의 의복에 대한 관여도와 상표충성도에 관한 이론적 고찰", 과학논집, 18, pp.87~93 (1992)
- 김수희, "서비스 구매 후 행동에 대한 충성도 프로그램의 조절효과", 석사, pp.2004
- 김정희, "소비자 가치가 관광지 선택에 미치는 영향에 관한 연구", 박사, pp.1995
- 박민주, "패션명품 소비자의 상표충성에 영향을 미치는 요인에 관한 연구", 석사, pp.2005
- 서세연, "매스티지 패션 브랜드 소비자의 라이프스타일에 따른 구매행동", 석사, pp.2006
- 서정미, "새로운 소비트렌드-신 명품매스티지", 유통저널, 3(113), pp.110~113 (2004)
- 성영준, "제품의 소비가치가 충동구매에 미치는 영향에 관한 연구-점포 내 소비자 구매행동모형의 설계를 중심으로", 석사, pp.1998
- 유 희, "소비자의 가치의식과 의류제품평가", 석사, pp.1995
- 이유정, "아시아 명품시장의 현황과 전망" (2002), 시노베이트 비즈니스 컨설팅
- 이은주, "의류제품의 통신판매와 소비자 구매의 도", 석사, pp.1996
- 이찬우, "인터넷 쇼핑몰 사이트가 가지는 매체 풍부성이 소비자의 구매의도 및 사이트 만족도에 미치는 영향 분석", 석사, pp.2000
- 이학식, "소비자 행동 : 마케팅 전략적 접근" (1997), 법문사
- 이홍, "카리스마적 리더십과 수단적 리더십 : 두 리더십의 공존성에 대한 탐색적 연구", 경영학연구, 43, pp.183~201 (1996)
- 임정상, "대중적 고급 브랜드 의류제품 구매에 관한 연구", 석사, pp.2006
- 조양, "중국 소비자의 글로벌브랜드 선호도와 제품품질지각이 구매의도에 미치는 영향", 국제통상연구, 16(2), pp.79~114 (2011), 한국국제통상학회
- 최선형, "의류제품에 대한 감정적 반응이 태도형성에 미치는 영향", 박사, pp.1993
- 태회진, "매스티지 브랜드 개성이 소비자 행동에 미치는 영향 : 패션브랜드를 중심으로", 석사, pp.2006
- 현복희, "소비자 가치가 여행 상품 선택에 미치는 영향", 석사, pp.2001
- Xu Xing, "매스티지 패션브랜드 구매행동에 관한 연구", 석사, pp.2005
- Radha Chadha, "럭스플로전" (2007), 가야북스
- Aaker, Daivid A., "Managing Brand Equity" (1991), The Free Press
- Assael, H., "Consumer behavior and marketing action, 2nd edi" (1984), Kent Publishing Co
- Davidson, A. R., "Variables that Moderate the Attitude-Behavior Relation : Result of a Longitudinal Survey", Journal of Personality and Social Psychology, 37(8), pp.1364~1376 (1979)
- Engel, James F., "Retailing Crowding: Theoretical and Strategic Implication", Journal of Retailing, 62 (1982)
- Holbrook, M. B., "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9, pp.132~140 (1982)
- Homer, Pamela M., "A Structural Equation Test of the Value-Attitude-Behavior Hierarchy", Journal of Personality and Social Psychology, 54(4), pp.638~646 (1989)
- House, R. J., "A 1976 Theory of Chari- smatic Leadership, In Leadership" (1977), Southern Illinois University Press
- Howell, J. M., "A Laboratory Study of Charismatic Leadership" (1985), University of Western Ontario
- Jones, Thomas O., "Why Satisfied Customers Defect", Harvard Bus-iness Review, 73(6), pp.89~99 (1995)
- Muller, T. E, "Using Personal Values to Define Segements in an International Tourism Market", International Marketing Review, 8, pp.57~70 (1991)
- Ness, T. E., "Middle-class Values in Blacks and Whites, In Personal Values and Consumer Psycholigy" (1984), Lexington Books
- Oliver, Richard L, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(4), pp.460~469 (1980)
- Oliver, R. L., "Whence Consumer Loyalty", Journal of Marketing, 63, pp.33~44 (1999)
- Reichheld, Frederick F., "The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value" (1996), Harvard Business School Press
- Rokeach, M., "The Nature of Human Values" (1973), The Free Press
- Shiffman, Leon G., "Consumer Behavior, 4th ed" (1991), Prentice-Hall
- Thorbjomsen H, "Building brand relationships online; A comparison of two interactive applications", Journal of Interactive Marketing, 16(3) (2002)
- Torres-Moraga E, "Customer Satisfaction and Loyalty: start with the product, culminate with the brand", The journal of Consumer marketing, 25(5), pp.302~313 (2008)
- Wagner A. Kamakura, "Value-System Segmentation: Exploring the Meaning of Lov", Journal of Consumer Research, 19(1), pp.119~132 (1992)