브랜드 자산이 소매사업 확장에 미치는 영향

• 영문명: The Effects of Brand Equity on Retail Business Expansion
• 발행기관: 한국무역연구원
• 저자명: 박진용(Jin Yong Park) 신승만(Seung Man Shin) 채단비(Das Bi Chae) 김경득(Kyoung Deuk Kim)
• 간행물 정보: 『무역연구』제10권 제6호, 655~679쪽, 전체 25쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

The studies of retailer s brand equity, based on general brand equity research, have been actively conducted in recent years. However, the examination of relationships among brand equity, attitude, and behavioral intention are still scarce in the retailing context, since the previous studies have focused on just development of measurement scale itself. Hence, this study investigated the relationships among retailer s brand equity, parent company s attitude and intention to use for visit new retail format. The objective of this study is to provide strategic directions of brand equity management and business expansion implementation for retailers. Above all, this study attempted to find brand equity dimensions applicable to the existing retailers by re-evaluating brand equity scales for retailers. For the empirical analysis, survey data were collected from the consumer patrons of four respective retailers, including department stores and discount stores. The regression analysis was conducted for hypothesis testing on department stores and discount stores, respectively. First, all brand equity components except reliability (awareness, associations, perceived quality and loyalty) had a positive effect on enhancing department store s brand equity, which in turn had a significant effect on parent company s attitude and intention to use a new retail format, i.e. premium outlet. Next, all components except perceived quality (awareness, associations, loyalty and reliability) had a positive effect on enhancing discount store s brand equity, which in turn had a significant effect on parent company s attitude and intention to use a new retail format, i.e. SSM (super supermarket). In addition, customers positive attitudes towards the parent company had a positive effect on intention to use its new retail format in both analyses.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 가설설정 및 연구모형

Ⅳ. 실증분석 및 결과

Ⅴ. 결론

참고문헌

키워드

Brand Awareness Brand Associations Brand Loyalty Brand Equity Parent Brand