VMD에 대한 소비자태도가 브랜드자산과 브랜드태도에 미치는 영향

• 영문명: A Study on the Effects of the Consumer Attitude toward Visual Merchandising on Brand Equity and Brand Attitude: Focused on Bakery Shops
• 발행기관: 한국유통과학회
• 저자명: 조준상(Joon-Sang Cho)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제6호, 67~80쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

Purpose - This study aims to establish the relationships among brand equity, brand attitudes, and Visual Merchandising (VMD) in bakery stores. The results will help bakery franchisees and franchisers in devising appropriate strategies for successfully managing their bakery shops. Research design, data, and methodology - The VMD model for bakery shops comprises harmony, attractiveness, suitability, pandemic, functionality, and reliability. Further, brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of bakery shops are used as independent variables, while brand equity and brand attitude are used as dependent variables. This study aims to ascertain the extent of the influence VMD components of bakery shops have on brand equity and brand attitude. Regression analysis was used to verify those effects. The measurement items, deemed reliable and valid in a previous study, were modified for this study. Questionnaires were distributed to 500 consumers nationwide, of whom 340 were used for the sample. The SPSS 19.0 statistical program was used for the analysis. Results - First, among the VMD bakery shop components, harmony, attractiveness, and pandemic have a positive impact on brand equity (brand awareness and brand image). Second, amongst the VMD components of bakery shops, attractiveness, pandemic, and reliability have a positive impact on brand equity (perceived quality). Third, amongst the VMD components of bakery shops, harmony, attractiveness, and reliability have a positive impact on brand attitude. Fourth, brand equity (brand awareness, brand image, and perceived quality) have a positive effect on brand attitude. Conclusions - This study identifies the relationships between the VMD components of a bakery shop and brand equity and attitude in order to propose a new model. The study has several practical implications. First, the development of brand equity and management can be important components in bakery

목차

Abstract

1. 서론

2. 선행연구 고찰

3. 연구 설계

4. 연구결과

5. 연구결과 토론 및 시사점

Reference

키워드

VMD(Visual Merchandising) Consumer Attitude Brand Equity Brand Attitude Bakery Shops