종합슈퍼마켓 PB상품의 선택속성이 소비감정, 브랜드태도 및 브랜드 충성도에 미치는 영향

• 영문명: PB Product Attributes' Effects on Consumption Emotion, Brand Attitude, and Brand Loyalty in General Supermarkets
• 발행기관: 한국유통과학회
• 저자명: 전태유(Tae Yoo Chun) 최상범(Sang Beom Choi) 박노현(No Hyun Park)
• 간행물 정보: 『유통과학연구(JDS)』제12권 제11호, 67~76쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2014.11.30

영문 초록

Purpose - PB (Private Brand) refers to the product for which the distribution company plans the production independently, consigns the production to the manufacturer, or attaches the self-developed trademark and sells it. To reinforce competitiveness in such a market environment, diverse products development, systematic management activities, and marketing efforts to analyze and understand the consumers' behavior regarding PB products are emphasized. Therefore, this study aims to investigate the relationships among PB product attributes, consumption emotion, brand attitude, and brand loyalty in general supermarkets. First, PB product attributes were defined using the five categories of perceived price, store image, familiarity, perceived service, and perceived quality, based on preceding studies. This study examined the influence of PB product attributes on consumption. Further, this study examined the relation among consumption emotion, brand attitude, and brand loyalty. This study provides more detailed and concentrated strategic implications. Research design, data, and methodology - In this study, the research model was designed to examine the relation among PB product attributes, consumption emotion, brand attitude, and brand loyalty. For the data collection method, the questionnaire survey comprised multiple items for each component and the direct interview method was employed. To collect data, the questionnaire survey was conducted for customers who personally visited the general supermarket after verifying the PB product purchase experience. The questionnaire survey was performed for one month, May 2014. A total of 300 questionnaires were distributed and 240 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0. Results - First, PB product attributes had a significantly positive effect on consumption emotion. The PB product attributes perceived by the customer at the po

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구의 설계

4. 분석결과 및 논의

5. 결론 및 시사점

References

키워드

General Supermarket PB Product Attributes Consumption Emotion Brand Attitude Brand Loyalty