지리적 표시가 과일 브랜드 신뢰도에 미치는 영향분석

• 영문명: The Impact of Geographical Indications on Brand Credibility of Fruits
• 발행기관: 한국농업경제학회
• 저자명: 김재경(Kim, Jae-kyung) 김한호(Kim, Hanho)
• 간행물 정보: 『농업경제연구』51권 4호, 1~24쪽, 전체 24쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

Geographical Indications(GIs) as an Intellectual Property Right has a distinctive feature which can differentiate GIs from other Quality guarantee labelling system. GIs was originally devised to be conducive to consumer confidence in an agricultural product like a fruit through not product Quality but pure brand effect. We conducted a conjoint analysis to identify the impact of GIs on brand credibility of a fruit, apple. We have some findings. GIs has two kinds of effects on brand credibility. One is the consumers` misconception effect resulted from the fact that consumers perceive GIs as a Quality guarantee label or an origin indication guaranteed by the government. The other is the promotion effect induced by their awareness of the exact information on GIs. Finally, the misconception effect predominates over the promotion effect. These findings imply that the effectiveness of GIs policy may get more and more dubious as the number of GIs issued increases. Recommended are more efforts of the government to promote GIs to consumers.

목차

Ⅰ. 서 론

Ⅱ. 가설 및 모형설정

Ⅲ. 컨조인트 분석을 위한 설문 설계

Ⅳ. 추정결과 및 시사점

Ⅴ. 결 론

키워드

Geographical Indications(GIs) Brand Credibility Conjont analysis