고객기반 브랜드 자산의 구성요소가 브랜드 친숙성에 미치는 영향 = (The)effects of customer based brand equity components on the brand familiarity

국문 초록 (Abstract)

영문초록:The purposes of this research are to understand the relationship among components of customer based brand equity and to identify the effect of customer based brand equity components on the brand familiarity. Now, there is no consensus about the concept and the structure of customer based brand equity and its components. In the rapidly increasing demand for measurement of customer based brand equity, this research is able to become a general model for the measurement of customer based brand equity with academic and practical value in academic field and business area. This research presented a comprehensive model consisting of components of customer based brand equity, brand familiarity and used the brand self-identification and brand trust as mediators. Also it was used the tangible type for moderating effect analysis. Proposed the research model based on prior studies about relationships among components of customer based brand equity and brand familiarity. In this research, data were gathered from 413 respondents(automobile 170 samples and bank service 243 samples), who lived seoul, aged over 20. This research proposed 7 hypotheses on 7 latent variables about customer based brand equity, brand familiarity, brand self-identification and brand trust and tested through structural equation modeling and regression analysis. The main results of this research are as follow; First, brand awareness was positively related with brand association and perceived quality and perceived quality has a positive influence on brand association. Second, both brand association and perceived quality related with brand loyalty, and brand loyalty has a positive influence on brand familiarity. Third, it was analyzed the role of brand self-identification, mediating factor in the relationship between brand association and brand loyalty, also analyzed the same role of brand trust between perceived quality and brand loyalty. Finally, it was found a result that there is not different among tangible products and intangible service in the formation process of customer based brand equity and brand familiarity. Results in this research proposed several useful theoretical and managerial implications, and the several limitations of this research were suggested and the future research directions based on the limitation