기업 공동 브랜드의 충성도 제고에 관한 연구 = (A) study on loyalty enhancement of union brand in business

다국어 초록 (Multilingual Abstract)

Utilizing the common domestic brands such as Capacci for leather products, Gaboro for furniture, Nobleman for shoes, Irusse for cosmetics, Gaxibon for handbags, etc., I verified positively the influence by brand loyalty and perceived quality affecting brand loyalty, image reminded by brand, price, distribution advertisement and so on.
Verifying positively the hypothesis presented theoretically on the brand loyalty, this research positively studied the relative influence on brand loyalty among the factors of marketing mix. In compliance with such study purpose, I examined how price, distribution and advertisement affect perceived quality and image reminded by brand and positively analyzed the relative importance of perceived quality and image reminded by brand upon brand loyalty.
According to the result of verifying the overall structural model, price and advertisement did not exhibit significant influence on the perceived quality in the verification of hypothesis on the effect of marketing mix factor upon brand loyalty. And it turned out that distribution significantly affected perceived quality. Namely, it supports the hypothesis that the better distribution structure ensures higher perceived quality.
The hypothesis that marketing mix factor would significantly affect image reminded by brand was not supported in minute factors such as price and distribution. However, it turned out that advertisement significantly affects image reminded by brand and the hypothesis that the more advertisement enhances image reminded by brand is supported.
I set the hypothesis that perceived quality and image reminded by brand would significantly affect brand loyalty. The result of verification is that while perceived quality does not significantly affect brand loyalty, image reminded by brand significantly affects brand loyalty. Thus, the hypothesis that better image reminded by brand enhances brand loyalty is supported.
I set the hypothesis that marketing mix factors such as price, distribution, advertisement, etc. would significantly affect brand loyalty. The result of verification is that while price and distribution do not significantly affect brand loyalty, advertisement significantly affects it. Thus, the hypothesis that more advertisement enhances brand loyalty is supported.
In the analysis of direct and indirect effect between variables of brand loyalty, the factor that affects perceived quality most is distribution and those affecting image reminded by brand are distribution and advertisement. Meanwhile, though the factor that most directly affects brand loyalty is image reminded by brand, it turns out that the indirect effect of advertisement is very large. Namely, it is confirmed that the total effect of advertisement on brand loyalty is the largest, followed by image reminded by brand.
The suggestions of this study on marketing are as follows. First, the study on the existing brand loyalty was mainly concentrated on individuality of brand, advertisement, distribution concentration, promotion activity and so forth. However, this study positively analyzed marketing mix factors such as price, distribution, advertisement and so on. Then, it turned out that distribution positively affects perceived quality.
Second, among the factors constituting brand loyalty, perceived quality, image reminded by brand, etc. were introduced as constituting factors for positive analysis. Then, it turned out that image reminded by brand positively affects brand loyalty. Therefore, it is suggested that the enterprise should strive to construct strong image reminded by brand in the consumer's recognition.
This study has some limits. Overcoming these limits, the direction of subsequent study will be presented. The direction of subsequent study following this study is as follows. First, the model of this study was limited to some marketing mix factors. The subsequent study needs to analyze broader marketing mix factors to deepen the study on brand loyalty. Second, if this study is applied various commodities such as service, industrial goods, etc, the result will be further generalized. Especially, the cultural alienation can neutralize the effect of marketing mix factors on brand loyalty. The factors that will not regularly affect brand loyalty in the future such as distribution structure, competition, sorts of commodities, consumer's life style, etc. are excluded. They need to be examined later.
Finally, by way of the above limit and direction of study, multitudinous and in-depth study on marketing mix factors that affect the formation of brand loyalty needs to be made. Furthermore, investigating how the affecting factors influence the formation of brand loyalty and how the individual character of consumer is related to brand loyalty, the study on brand loyalty of consumer will be in-depth. In addition, as common brands are mostly utilized by small and medium enterprises and the improvement of competitiveness of small and medium enterprises largely affects the development of national economy, it is required that more small and medium enterprises use common brand for the development of national economy, thereby elevating brand image to loyalty enhancement.

목차 (Table of Contents)

• 목차 = i
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 방법 및 구성 = 3
• 1. 연구의 방법 = 3
• 2. 연구의 구성 = 3
• 제2장 이론적 배경 = 5
• 제1절 브랜드의 이론적 고찰 = 5
• 1. 브랜드의 개념 = 5
• 2. 브랜드 전략의 유형 = 10
• 3. 기업의 공동 브랜드에 대한 고찰 = 17
• 제2절 브랜드 충성도 선행 요인의 이론적 고찰 = 25
• 1. 마케팅 믹스 요소 = 25
• 2. 브랜드 충성도 선행요인의 측정 방법 = 29
• 제3절 브랜드 충성도에 대한 이론적 고찰 = 31
• 1. 브랜드 충성도의 정의 = 31
• 2. 브랜드 충성도의 영향 요소 = 31
• 3. 브랜드 충성도 영향 요소의 측정 방법 = 37
• 4. 브랜드 충성도의 측정 = 39
• 제4절 공동 브랜드 운영 현황 = 44
• 1. 우리나라 공동 브랜드 운영 현황 = 44
• 2. 우리나라 기업의 공동 브랜드 추진 성과 = 46
• 3. 공동 브랜드 추진에 있어 문제점 = 47
• 4. 외국의 공동 브랜드 운영 현황 = 48
• 제3장 실증 분석 = 51
• 제1절 연구 모형 = 51
• 제2절 가설의 설정 = 53
• 1. 마케팅 믹스 요소가 지각된 품질 등에 미치는 효과 = 53
• 2. 지각된 품질이 브랜드 충성도에 미치는 효과 = 55
• 3. 마케팅 믹스 요소와 브랜드 충성도와의 관계 = 56
• 제3절 변수의 조작적 정의 및 방법 = 58
• 1. 척도 개발 = 58
• 2. 변수의 조작적 정의 및 측정 = 58
• 제4장 실증조사의 결과 분석과 해석 = 61
• 제1절 조사 대상자의 일반적 사항 = 61
• 1. 조사 설계 = 61
• 2. 조사 대상자의 특성 = 62
• 3. 신뢰성 및 타당성 검증 = 64
• 4. 가설의 검증 = 72
• 제5장 결론 = 97
• 제1절 연구 결과 요약 및 결과에 대한 마케팅 시사점 = 97
• 1. 연구 결과 요약 = 97
• 2. 연구 결과의 마케팅 시사점 = 101
• 제2절 연구의 한계 및 향후 연구 방향 = 103
• 부록1 = 105
• 참고문헌 = 109
• Abstract = 115