한국기업의 브랜드 관리 문제점과 주류 브랜드의 나아갈 길

여준상,Yeo, Jun-Sang 한국주류산업협회 2001 주류산업 Vol.21 No.2

한국 상황에 맞는 11가지 마케팅 불변의 법칙

여준상,Yeo, Jun-Sang 한국육가공협회 2002 肉加工 Vol.25 No.-

성 일치성이 브랜드확장 평가에 미치는 영향

여준상(Jun Sang Yeo),송환웅(Hwan Woong Song),윤태섭(Tai Sub Yoon) 한국마케팅학회 2010 마케팅연구 Vol.25 No.3

본 연구에서는 브랜드의 성과 브랜드 확장이라는 두 가지의 핵심적 이론적 틀을 중심으로 연구를 진행하였다. 연구 1에서는 모브랜드의 지각된 성(남성성 브랜드 vs. 여성성 브랜드)과 확장제품의 사용자 성(남성용 제품 vs. 여성용 제품)을 사용하여, 확장제품 평가에 있어 모브랜드의 지각된 성과 확장제품의 사용자성이 어떻게 영향을 미치는지 보여주었다. 연구 결과, 확장제품 평가에 있어 모브랜드의 지각된 성과 확장 제품의 사용자 성 간의 `성 일치성(gender consistency)`이 높은 경우가 낮은 경우 보다 긍정적인 소비자 평가가 나타났다. 연구 2에서는 연구 1의 결과가 모브랜드-확장제품 간 유사성 수준에 의해 어떻게 조절되는지 살펴보았다. 모브랜드-확장제품간 유사성 수준이 높은 경우, 연구 1의 결과와 같이 확장평가에 있어 모브랜드의 지각된 성과 확장제품의 사용자 성 간의 일치성이 높은 경우가 낮은 경우 보다 긍정적인 소비자 평가가 나타났다. 그러나 모브랜드-확장제품 간 유사성 수준이 낮은 경우는 이러한 성 일치성 효과가 사라지는 것으로 나타났다. This research focused on two important literatures which are about brand extension and brand gender. We tried to highlight the gender consistency effect between parent brand and extended product and also find the moderating factor of that effect. According to Grohmann(2009), consumers utilize masculine and feminine personality traits associated with a brand to enhance their own masculinity or feminity when they use brands for self-expressive purposes. There are many brands which have a specific gender identity in the market place. They also can be stereotyped as either masculine or feminine. Gender stereotypes could influence the perception and judgement of any object, including consumer products and brands. Past studies in brand extension areas have found that the success of an extension depends on the perception of fit(similarity or consistency) between the parent brand and the extended product category. The greater the perception of fit between parent brand and extension, the more easily the positive associations of the parent brand are transferred to the extension. Therefore, greater fit perception will have a positive impact on consumers` evaluation of the extension. At this point, we tried to address the gender consistency effect that can be explained as fit influence between brand gender-perceived gender of parent brand and extension gender-user`s gender of extended product. Also we tried to propose a similarity between parent brand and extended product as a boundary condition of this gender consistency effect, which means the exploring a moderation of gender consistency. Throughout two experimental studies, we intended to show how gender consistency between perceived gender of parent brands and user`s gender of extended products influences on extended product evaluation in study 1. And then we tried to investigate on the moderating role of parent-extension similarity on these influences in study 2. In the concrete, study 1 showed that under gender consistent between perceived gender of parent brands and user`s gender of extended products(e.g., masculine brand and its men`s new product), consumers have more positive attitude towards the extension. While under gender inconsistent(e.g., masculine brand and its women`s new product), consumers had less positive attitude towards the extension. In study 2, we found the moderating role of parent-extension similarity on gender consistency as hypothesized that the gender consistency effect as showed in study 1 appears in condition of similar extension but disappears in dissimilar extension condition. Finally, we addressed theoretical and practical implications of this research and discussed about the limitations and future research directions.

조절 초점이 브랜드확장 평가에 미치는 영향과 그 매개과정에 관한 연구

여준상(Yeo Junsang) 한국소비문화학회 2006 소비문화연구 Vol.9 No.4

그동안 브랜드확장 분야의 많은 연구들이 "유사성효과(similarity effect: 모브랜드와 확장제품이 유사할수록 브랜드확장 평가가 긍정적이다)"를 보여 왔다. 하지만 이러한 유사성효과의 제한조건(boundary conditions)에 대한 연구는 미비하였다. 이에 본 연구는 유사성효과의 제한조건으로 그동안 심리학에서 연구되어져온 "조절 초점(regulatory focus)" 이론을 적용하였으며, 방어초점의 경우 기존 연구처럼 유사성효과가 강하게 나타날 것이나 촉진초점의 경우 비유사 브랜드확장에서도 평가가 낮아지지 않는 유사성효과 위배가 나타날 것으로 예상하였다. 실험결과 본 연구의 예측이 지지되었으며, 이러한 결과를 발생시킨 매개요인으로 "브랜드확장에 대한 성공 가능성 지각", "확장 성공시 예상되는 가치 지각" 등이 작용한 것으로 나타났다. 방어초점 상황에서는 부정적 요소에 민감한데 기능적 위험 수준을 담고 있는 유사성 정보가 매개요인과 확장평가에 진단적 작용을 하며 결국 유사성 수준에 따라 평가 값이 차이가 나는 패턴을 보였다. 촉진초점 상황에서는 긍정적 요소에 민감한데 브랜드확장의 성공이라는 긍정적 결과에 대한 기대와 성공에 따른 가치지각을 쉽게 가동시킴에 따라 유사성수준에 관계없이 매개요인과 확장평가 값이 비슷하게 높게 나타나는 것으로 밝혀졌다. Although there is a substantial number of research on similarity effect in brand extension, research on the boundary conditions of similarity effect has been little. Thus, the present research applied regulatory focus to explore the boundary conditions of similarity effect. Specifically, the research predicted that when subjects primed with prevention focus, similarity effect would be found, whereas when subjects primed with promotion focus, similarity effect would not be found. 2(regulatory focus)×2(parent-extension similarity) between subjects ANOVA demonstrated supports for our predictions, and the effect of regulatory focus and parent-extension similarity on the evaluation of brand extension was mediated by attainment expectancy and attainment value toward brand extension. Subjects in prevention focus condition were sensitive to negative information, so the level of similarity was diagnostic for their extension evaluations, thereby demonstrating the similarity effect. However, subjects in promotion focus condition were sensitive to positive information, so the level of similarity was non-diagnostic for their extension evaluations, thereby demonstrating no effect of similarity.

미용서비스와 제품의 조절초점적합성 효과에 관한 연구

여준상 ( Jun Sang Yeo ),고성현 ( Sung Hyun Ko ) 한국패션비즈니스학회 2010 패션 비즈니스 Vol.14 No.4

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) x 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn`t appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

모브랜드의 폭과 확장제품의 제품범주 유사성이 확장제품 태도 및 모브랜드 신념에 미치는 영향

여준상(Jun Sang Yeo),박종원(Jong Won Park) 한국경영학회 2004 經營學硏究 Vol.33 No.5

한정메시지유형과 미용서비스유형이 미용서비스태도에 미치는 영향

고성현 ( Sung-hyun Ko ),여준상 ( Jun-sang Yeo ) 한국미용학회 2017 한국미용학회지 Vol.23 No.2

This study verified the effect of scarcity message type and beauty service type on beauty service attitude in the sale promotion situation of beauty salon. As the result of ANOVA analysis on the experimental design 3 (scarcity message type: limited-quantity/limited-time/not limited) × 2 (beauty service type: hair color/nail art), the limited time group showed more positive response to hair color service than limited quantity group and not limited group of beauty service attraction. also the limited time group showed mot positive response to hair color service than other group of service use intention. But the scarcity message effect didn`t appear in the nail art service of beauty service attitude, so that the hypothesis was partially supported. The effect of sales promotion by price discount is maximized when time limited message is presented compared to quantity limited message. Therefore, it is necessary for the hair salon marketers to more stress time limited message when using scarcity message in promotion conditions and it is necessary of more effective strategic method to hold a promotion event focusing on advertising message of price discount sale promotion. and keep in mind that frequent price discount sale promotion exerts negative influence on the promotion effect in the long view.

영업사원의 개별특성, 판매행동양식, 영업성과에 관한 구조적 모형

유창조(Chang Jo Yoo),여준상(Jun Sang Yeo),윤동기(Dong Gi Youn) 한국마케팅학회 2008 마케팅연구 Vol.23 No.1

모브랜드-확장제품간 유사성이 브랜드확장 평가에 영향을 미치는데 있어 BRQ의 조절효과

고성현(Sunghyun Ko),여준상(Junsang Yeo),김영조(Yeungjo Kim),김재영(Jaeyoung Kim) 한국산업경영학회 2007 경영연구 Vol.22 No.4

  본 연구는 모브랜드와 확장제품간 유사성이 브랜드확장평가에 영향을 미치는데 있어 브랜드관계의 질(BRQ)이 어떠한 조절적 영향을 미치는지 살펴보았는데, Park and Kim(2001,2002) 연구를 확장하여 좀 더 정교화 된 접근을 하기위해 유사성수준을 유사/비유사/극단적비유사의 3개 수준으로 나눠 살펴보았다. 아울러 그동안 해당 산업의 성장에 비해 브랜드확장에 대한 논의가 부족하였던 뷰티산업의 브랜드와 제품을 중심으로 실증해 보였다.<BR>  2(BRQ수준: 고/저) × 3(유사성수준: 유사/비유사/극단적비유사) 디자인에 대한 ANOVA 분석결과, 유사성수준이 브랜드확장평가에 영향을 미치는데 있어 BRQ수준이 유의미한 조절효과를 보였다. 구체적으로 살펴보면, 비유사 조건에서만 BRQ고/저 간 확장평가의 차이(BRQ효과)가 나타나는데, BRQ가 높은 집단이 낮은 집단에 비해 확장제품에 대한 평가가 긍정적으로 나타났다. 하지만 유사확장과 극단적비유사확장의 확장평가에서는 BRQ효과가 나타나지 않았다.<BR>  본 연구는, 비유사확장일지라도 BRQ효과가 비유사 조건에서만 나타나고 극단적비유사 조건에서 나타나지 않음을 보였다는데서 의의를 찾을 수 있으며, 그 이론적 근거로 서브타이핑(subtyping) 이론을 제시한 것도 의미가 있다고 본다.   This research addressed the moderating role of brand relationship quality(BRQ) in the influence of parent-extension similarity on extension evaluation, and applied three levels of similarity(similar/moderately dissimilar/extremely dissimilar) to develop previous researches-Park & Kim(2001, 2002). Also this research focused on beauty-industry brand about which has been little studied in brand extension literatures.<BR>  2(BRQ level: high/low) × 3(similarity level: similar/moderately dissimilar/extremely dissimilar) ANOVA demonstrated significant interaction effect between BRQ level and similarity level, so supported the moderating role of BRQ. Specifically, only in moderately dissimilar extension condition, there was difference of extension evaluations between high BRQ subjects and low BRQ subjects(BRQ effect) - high BRQ subjects evaluated more positively extension than low BRQ. However, there were no BRQ effect in similar condition and extremely dissimilar condition.<BR>  Finally, our research contributed to show that a BRQ effect was only in moderately dissimilar extension, and to incorporate subtyping theory as its theoretical background.

마케팅 분야의 국내 연구에 대한 내용분석: 연구대상 및 연구 방법론을 중심으로(2000-2009)

유창조 ( Chang Jo Yoo ),여준상 ( Jun Sang Yeo ) 한국소비자학회 2010 소비자학연구 Vol.21 No.2