기업브랜드의 경쟁관계분석:라이프스타일 유형과 기업브랜드 개성을 중심으로
The Competitive Relationships among Corporate Brands: Based on Lifestyle Types and Corporate Brand Personality
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호의적인 기업브랜드 구축을 위해서는 기업브랜드 간의 직접적인 경쟁관계를 확인하는 것이 매우 중요하다. 기업브랜드 간의 경쟁관계는 소비자들의 브랜드전환 행렬을 통한 행동적 자료와 소비자들의 브랜드에 대한 평가를 바탕으로 한 판단적 자료를 통해 분석할 수 있다. 그러나 대부분의 선행연구에서는 이론적․방법론적 체계성이 부족하여서 분석방법을 실제로 적용하는 데는 한계를 지니고 있다. 이러한 점을 고려하여 본 연구에서는 국내 승용차 기업브랜드를 대상으로 행동적 자료와 판단적 자료를 동시에 활용하여 기업브랜드 간 경쟁관계를 분석하였다. 먼저, 행동적 자료로 소비자들의 브랜드전환 자료를 이용하여 네트워크분석을 통한 기업브랜드 경쟁관계를 분석하였으며, 이어서 판단적 자료로 국내 승용차 시장에 적합한 기업브랜드 개성을 확인하였다. 보다 구체적으로는 기업브랜드의 경쟁관계를 재구매고객들의 라이프스타일 유형별로 확인하였고, 판단적 측면에서는 적절한 기업브랜드 개성 변수의 도출로서 선행연구의 한계점을 보완하였다. 실증분석을 통해 국내 승용차 재구매고객들의 라이프스타일을 ‘이성적리더형’, ‘현실만족형’, ‘선도적성취형’ 그리고 ‘경제적정보추구형’ 등 네 가지로 구분하였으며, ‘선도적성취형’의 고객들이 국내 승용차 시장에서 의견선도자 역할을 하는 것으로 밝혀졌다. 그리고 기업브랜드 개성의 관점에는 국내 기업들이 경쟁우위를 확보하기 위해서는 ‘기술적으로 세련됨’과 ‘선도성’ 측면에서의 마케팅 노력이 필요한 것으로 확인되었다. 본 연구의 결과는 기업브랜드의 경쟁관계를 행동적 측면은 물론이고 판단적 측면에서도 분석하였기 때문에, 소비자들의 브랜드 선택행동을 포괄적으로 이해하는 데 도움이 될 것이다. 따라서 향후의 경쟁전략 연구에도 구체적이고 체계적인 시사점을 제공할 수 있으며, 본 연구에서 채용한 경쟁관계의 분석 방법은 여러 학문분야에서 다양하게 활용될 수 있을 것이다.
Abstract
Identifying the competitive relationships among corporate brands is clearly of great importance in a favorable corporate branding. The competitive relationships among corporate brands can be generally examined by drawing on consumer-derived behavioral data that reflects consumer behavior such as brand switching or judgmental data which evaluates consumer’s brand perception. However, all have limitations as well as theoretical and methodological shortcomings in actual measurement. This study investigates the competitive relationships among corporate brands using hybrid methods combining behavioral and judgmental data representing domestic automobile markets. Our specific objectives are first, to examine competitive relations among corporate brands applying a network approach using consumers’ brand switching data, and second, to identify brand personality that is suitable for domestic automobile markets using judgmental data. In particular, we analyzed the competing corporate brands’ relations by the lifestyle types of repurchasing customers. In our application of judgmental data approach, we made some contribution to prior research by refining brand personality measures. We also propose, through the empirical analysis, the four types of lifestyle, such as “reality-complacent,” “guidance fulfillment,” “reasonable leader,” and “economical-information oriented.” Guidance fulfillments performs roles as an opinion leader in a domestic automobile markets. In terms of sustaining competitive advantages, the domestic automobile companies may benefit from enhancing “refined technology” and “guidance” as their brand personality. This study examined the competitive relationships among corporate brands applying both behavioral and judgmental measures. To this end, the findings of this study could contribute to automobile companies in their understanding of consumers’ comprehensive brand choice behavior. The analytical approach applied in this study could provide specific and useful implications for future research in competitive strategy research arena, and in various other disciplines.
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