브랜드 요소의 현저성 선호가 제품태도와 브랜드태도에 미치는 영향에 관한 연구 : 소비자 제품지식과 소비자 독특성욕구를 중심으로 = (A) study on the product attitude, brand attitude toward of the brand prominence according to need for uniqueness and product knowledge

다국어 초록 (Multilingual Abstract)

One of the key marketing characteristics in the 1990s and 2000s is companies trying to gain sustainable competitive advantages through brands. Brands are one of the most invaluable assets a company has to compete efficiently and effectively against competitors. So every company endeavors to build strong brands. In the academic field, much research has been done on brands such as on brand equity and on brand extension. But there has been relatively few empirical studies done on how to build strong brands. Building strong brands can be defined is now branding. Branding is an effort to make products more meaningful to consumers. In general, branding efforts to build a strong brand can be accomplished through the initial choice of positive brand elements such as the brand name and logo, and marketing programs that forge favorable, strong and unique associations in the consumers’s mind between the brand and its attributes/benefits. And, while there was some research done on marketing communication programs to build strong brands, however, little research has been done on consumer responses to the selection and combination of specific brand elements.
This research introduces “brand prominence", a construct reflecting the conspicuousness of a brand's mark or logo on a product. Study also looks at the product knowledge and need for uniqueness.
While theories of signaling and conspicuous consumption suggest that more explicit markers facilitate communication, this research examines the utility of subtle signals. Studies demonstrate that people with more product knowledge and need for uniqueness in a particular domain prefer subtle signals because they prodvide differentiation from the mainstream. Such peoples have the necessary connoisseurship to decode the meaning of subtle signals that facilitate communication with others “in the know”.
The research approach used in this study is the survey method The subjects were 420 respondents who lived in Pusan. The data were analyzed using cross-tablation and T-test.
The results of the study are as follows.
Firstly, peoples with high-level of product knowledge and high-level of need for uniqueness choose subtle signals product. Secondly, Product attitude, Brand attitude toward of the subtle signals product was more positive than explicit signals product. Thirdly, peoples product attitude and brand attitude toward of low-levels of brand prominence with high-level of product knowledge were more more positive than peoples who have low-level of product knowledge, Finally, peoples product attitude toward of low-levels of brand prominence with high-level of need for uniqueness was more positive than peoples's product attitude who have low-level of need for uniqueness,

목차 (Table of Contents)

• 제1장 서 론 1
• 제2장 이론적 배경 6
• 제1절 과시소비 6
• 제2절 브랜드 및 브랜드 구성요소 10
• 1. 브랜드의 정의 10
• 2. 브랜드 구성요소 13
• 3. 브랜딩 23
• 제3절 브랜드 태도 24
• 제4절 브랜드 단서 25
• 1. 브랜드 단서의 정의 25
• 2. 브랜드 단서의 유형 26
• 3. 단서활용이론 28
• 제5절 소비자의 제품 지식에 관한연구 29
• 1. 소비자의 제품 지식에 관한 연구 29
• 2. 브랜드 및 제품에 관한 소비자 지식 연구 33
• 제6절 소비자 독특성 욕구 36
• 1. 독특성 욕구의 정의 36
• 2. 소비자 독특성 욕구 37
• 3. 소비자 독특성 욕구의 특성 39
• 4. 소비자 독특성에 관한 선행연구 41
• 제7절 제품태도 44
• 제3장 연구 모형 및 가설설정 46
• 제1절 연구 모형 46
• 제2절 가설설정 47
• 1. 브랜드 요소의 현저성이 제품태도와 브랜드태도에 미치는 영향 47
• 2. 브랜드 요소의 현저성선호와 소비자 지식의 상호작용 49
• 3. 브랜드 요소의 현저성선호와 독특성 욕구의 상호작용 52
• 제4장 연구방법 55
• 제1절 연구방법 및 내용 55
• 1. 피험자 선정 및 실험절차 55
• 2. 설문지 구성 55
• 제2절 실험제품 선정과 변수의 조작적 정의 57
• 1. 실험제품 선정 57
• 2. 브랜드 단서의 현저성 57
• 3. 독특성 욕구 58
• 4. 소비자 지식수준 59
• 5. 제품태도 60
• 6. 브랜드태도 61
• 제5장 가설 검증 및 분석 결과 62
• 제 1 절 표본의 특성 62
• 제 2 절 측정항목 평가 64
• 1. 탐색적 요인분석 64
• 2. 신뢰도 분석 66
• 제 3 절 가설검증 67
• 제6장 결론 75
• 제1절 연구결과의 요약 및 시사점 75
• 1. 연구결과의 요약 75
• 2. 연구결과의 시사점 77
• 제2절 연구의 한계 및 향후 연구방향 79
• ※참고문헌 81
• ※설문지 92
• ※Abstract 108