소비자-브랜드 관계 유형에 따른 브랜드 자산 구성 요소들 간의 상호작용에 관한 연구

다국어 초록 (Multilingual Abstract)

Consumer-brand relationship is formed through the total process that consumers are aware of, buy, use and experience a brand as the interaction between a consumer's attitude toward the brand and a brand's attitude toward the consumer. The process by which the consumer-brand relationship is formed influences the components of brand equity: brand awareness, perceived quality, brand image, brand attitude. and brand loyalty.
The goal of this study is two-folds. One is to derive general types of consumer-brand relationship consumers perceive. The other is to identify the causal relationship among components of brand equity.
Four different types of consumer-brand relationship in mobile phone products were obtained in Korea by conducting factor analysis and cluster analysis. These types of relationships are significantly different.
Some theoretical implications are discussed. First, some types of consumer-brand relationship can be materialized. Second, these types of relationship can be identified in detail in the process of making profile analysis. Third, the causal relationship model among components of brand equity is divided into three levels: formative, intermediary, and performing factors. Fourth, some sources of marketing strategy can be obtained effectively using the causal relationship model to build brand equity. Finally, it is shown that influences among components of brand equity should be different by the type of consumer-brand relationship. Also, some managerial implications for mobile phone industry are briefly discussed.