유통업체 브랜드와 제조업체 브랜드간 전략적 연계에 관한 연구

국문 초록 (Abstract)

유통업체 브랜드와 제조업체 브랜드가 전략적으로 연계할 수 있는 방안으로서 브랜드 연합 대한 논의를 전개하였다. 전통적 소매차륜 가설을 기초로 유통업체 브랜드 발전의 한계 요소를 설명하고, 유통업체 브랜드 성장이 제조업체에 주는 의미를 확인하여 브랜드 제휴의 도입을 강조하였다. 브랜드 제휴 도입의 가능성을 확인하기 위하여 컨조인트 분석을 통한 브랜드 제휴와 관련된 속성의 중요성을 제시하고 중요도에 대한 조절 효과 및 유통업체 브랜드 구매의도와의 관계를 확인하였다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to introduce brand alliance to private brand context. The conventional concept of the wheel of retailing hypothesis explains the limitation of private brand growth. Retailers, therefore, has made an effort to adopt brand alliance with national brand to solve the potential problem of private brand. The conjoint analysis was used to identify the importance of brand alliance. The importance of the general variable extracted from part worth presented there was significant benefit in an alliance between a private brand and a national brand. Additionally, the results showed that there were moderating effect of 1) familiarity with private brand, 2) evaluation of specific retailer and vendor and 3) usage amount on part worth structures.

목차 (Table of Contents)

• Ⅰ. 배경
• Ⅱ. 소매업체 입장에서의 유통업체 브랜드 발전의 한계
• Ⅲ. 제조업체 입장에서의 유통업체 브랜드에 의한 기회와 경쟁
• Ⅳ. 소매업체와 제조업체의 브랜드 제휴
• Ⅴ. 연구방법
• Ⅵ. 토의
• 참고문헌
• Abstract

참고문헌 (Reference)

1 이동대, "이미지 일치성 관점에서 본 유통업체 브랜드에 대한 태도 형성의 선행변수들" 8 (8): 21-46, 2003

2 박진용, "유통업체 브랜드 구매의도 및 선행변수와의 관계에 관한 연구:할인점 출점 지역의 차이를 중심으로" 8 (8): 21-39, 2002

3 Roach, "Tracing the Growth of Private Labels" 34 (34): 16-, 1994

4 Hollander, "The Wheel of Retailing" 25 (25): 37-42, 1960

5 Dunne,David, "The New Appeal to Private Labels" 77 : 41-54, 1999

6 Porter, Stephen S, "The Influence of Brand Recognition on Retail Store Image" 6 (6): 373-387, 1997

7 Keller, "The Effects of Sequential Introduction of Brand Extensions Journal of Marketing Research" 35-40, 1992

8 Desai,Kalpish Kaushik, "The Effects of Ingredient Branding Strategies on Host Brand Extendibility" 66 : 73-93, 2002january

9 Stokes, "The Effect of Price and Brand Familiarity on Perceived Quality" Lexington Books Lexington 233-246, 1985

10 Keller, Kevin Lane, "Strategic Brand Management" Prentice-Hall 2002

11 Vaidyanathan, Rajiv, "Strategic Brand Alliances:Implications of Ingredient Branding for National and Private Label Brands" 9 (9): 214-228, 2000

12 Rao, Akshay R, "Signaling Unobservable Product Quality through a Brand Ally" 36 : 258-268, 1999May

13 Levy, Michael, "Retailing Management, 4th eds" McGraw-Hill Irwin 2001

14 Venkatesh, R, "Products with Branded Components:An Approach for Premium Pricing and Partner Selection" 16 : 146-165, 1997

15 Venkatesh, R, "Products with Branded Components:An Approach for Premium Pricing and Partner Selection" 16 : 146-165, 1997

16 Nadan, "Private Brands:Major Brand Perspective" 11 (11): 18-28, 1994

17 Cohen,B, "Models of Concepts" 8 (8): 27-58, 1984

18 Simonin, Bernard L, "Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliance on Consumer Brand Attitude" 35 : 30-42, 1998february

19 McCarthy, Michael S, "Improving Competitive Position Using Branded Ingredients" 8 (8): 267-285, 1999

20 Sethuraman, Raj, "Factors Influencing the Price Premiums that Consumers Pay for National Brands over Store Brands" 8 (8): 340-351, 1999

21 Park, C. Whan, "Composite Branding Alliances: An Investigation of Extension and Feedback Effects" 33 : 453-466, 1996November

22 Quelch, John A, "Brand Versus Private Labels: Fighting to Win" 74 : 99-109, 1996

23 Holstead, "Assessing the Vulnerability of Private Label Brands" 4 (4): 38-45, 1995

24 Richardson, Paul. S, "Are Store Brands Perceived to be Just Another Brand?" 6 (6): 388-404, 1997

25 Lee, "Alternative Models of Cognitive Processes Underlying Consumer Reactions to Conjunction Categories Advances in Consumer Research" 483-488, 1994