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Brand Equity and Purchase Intention in Fashion Products A Cross-Cultural Study in Asia and Europe
김경훈(Kim, Kyung Hoon),고은주(Eunju Ko),Hooley Graham, Nick Lee, 이동해(DongHae Lee),정홍섭(Hong Seob Jung),전병주(Byung Joo Jeon),문학일(Hakil Moon) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4
본 연구는 상표자산의 구매요소에 대한 선행요인을 분석하고 이를 토대로 하여 상표자산 구성요소와 상표자산 영향요인간의 관계 그리고 상표자산 구성요소와 구매의도간의 관계를 규명하고 한국과 영국을 중심으로 비교하여 상표자산관리 방안을 도출해보고자 하였다. 연구결과, 정보탐색은 제품지식에 정(+)의 영향을 미치며, 상표태도와 상표지식은 상표 충성도와 상표 가치에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 상표충성도와 상표가치는 구매의도에 정(+)의 영향을 미치고 있는 반면, 영국에서는 영향을 미치지 않는 것으로 나타났다. Brand equity is one of the most important concepts in business practice as well as academic research Successful brands can allow marketers to gain competitive advantage (Lassar et al, 1995), including the opportunity for successful extensions, resilience against competitiors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989) Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them They reduce customers' perceived monetary, social and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value fo the product in consumers' minds Mahajan et al (1990) claim that customer-based brand equity can be measured by the level of consumer's perceptions Several researchers discuss brand equity based on two dimensions consumer perception and consumer behavior Aaker(1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions brand awareness and brand knowledge Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Asker, 1991, 1996, Blackston, 1995, Cobb-Walgren et al, 1995, Na 1995) Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993, Kirmant and Zeitham, 1993) Walters(1978) defined information search as, ""A psychological or physical action a consumer takes in order to acquire information about a p개duct or store"" But, each consumer has different methods for information search There are two methods of information search, internal and external search Internal search is, ""Search of information already saved in the memory of the individual consumer"" (Engel, blackwell, 1982) which is, ""memory of a previous purchase experience or information from a previous search ""(Beales, Mazis, Salop, and Staelin, 1981) External search is "" A completely voluntary decision made in order to obtain new information""(Engel, blackwell, 1982) which is, ""Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store""(Beales, Mazis, Salop, and Staelin, 1981) There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value Therefore, marketers should understand consumer as individual and market segment One theory of consumer behavior supports the belief that individuals are rational Individuals think and move through stages when making a purchase decision this means that rational thinkers have led to the identificaiton of a consumer buying decision precess This decision precess with its different le
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