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항공사의 브랜드 위상에 따른 브랜드 제휴의 태도 변화 연구 - 요소 브랜드 성격의 조절 효과를 중심으로 -

A Study on the Consumer's Attitude of Brand Alliance ensuing the Brand Position of Airlines' -Focused on the Moderating Effect of Ingredient Brand-

김병재|김규배
한국항공경영학회 (Aviation Management Society Of Korea)|2010.06|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제8권 제2호|pp. 59-72

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참고문헌

키워드

BrandIngredient BrandBrand AllianceIngredient Brading
주제분류경영학

초록

In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, ingredient branding, a special strategy of brand alliances, are gaining popularity in the world. Many companies have used brand alliances in airline industry, it seems that the airlines using brand alliances have tried to differentiate their brands and gain competitive advantage. The purpose of this research was to examine how consumers evaluated ingredient branding of airlines, especially focused on the market position of airlines. Also we supposed that there would be moderating effects of ingredient brand type. The results showed that the consumer's attitude to airlines' brand by the ingredient branding is more favorable when the market position of airlines' brand is low than it is high. Moreover, the interaction effect between market position of airlines and type of ingredient brand is significant. The effect size is significantly greater in utilitarian ingredient brand than hedonic. Also, the consumer's attitude to airlines' brand by the ingredient branding is more favorable when ingredient brand type is utilitarian than it is hedonic. Ingredient brand type moderate consumer evaluations of Airlines' Ingredient branding.

Abstract

In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, ingredient branding, a special strategy of brand alliances, are gaining popularity in the world. Many companies have used brand alliances in airline industry, it seems that the airlines using brand alliances have tried to differentiate their brands and gain competitive advantage. The purpose of this research was to examine how consumers evaluated ingredient branding of airlines, especially focused on the market position of airlines. Also we supposed that there would be moderating effects of ingredient brand type. The results showed that the consumer's attitude to airlines' brand by the ingredient branding is more favorable when the market position of airlines' brand is low than it is high. Moreover, the interaction effect between market position of airlines and type of ingredient brand is significant. The effect size is significantly greater in utilitarian ingredient brand than hedonic. Also, the consumer's attitude to airlines' brand by the ingredient branding is more favorable when ingredient brand type is utilitarian than it is hedonic. Ingredient brand type moderate consumer evaluations of Airlines' Ingredient branding.

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