브랜드 자산의 구성 요소에 관한 연구 : 소비자와 브랜드간의 감성-관계를 중심으로 = (A) Study on Components of Brand Equity : With Priority given to Emotion-Relationship between consumer and brands

다국어 초록 (Multilingual Abstract)

Consumers have feelings when they use brands. Based on those feelings, they have relationship with brands. Until now, most feelings which consumers have for brands have been regarded as brand image. But recently as continuing the studies on the emotion lively, the studies on the emotion are needed to be done in earnest because emotion differs from image.
Because it is impossible that emotional interaction separates from the relationship, this study has defined the feelings consumers have for brands and relationship derived from the feelings as 'Emotion-Relationship between consumers and brands.'
The subjects of this study are Korean mobile telecommunication brands; SK telecom, KTF, LG telecom. This study tests how many the influential factors of brand equity-advertising, publicity, sales promotion, sponsorship and word of mouth- exercise its influence over the components of brand equity-brand image, brand recognition and Emotion-Relationship between consumers and brands. Then this study investigates whether Emotion-Relationship between consumers and brands becomes a new component of brand equity along with brand image and brand recognition.
It is necessary to pretest thoroughly to achieve our goal in this study because the theme of the study is very new. By one FGI and two pre-surveys with Delphi method, the questionnaire that will be used in main survey is made for measuring Emotion-Relationship between consumers and brands. Delphi method is used to predict the future. Firstly, it investigates the professionalists' intuitive judgements or insights anonymously. And then they are questioned again for the second test. Finally, through several retesting, Delphi method induces the agreement. The main survey questionnaire for consumers is obtained through these processes. This study used 'structure equation model' which can find the relationship between cause and effect as well as appropriateness simultaneously.
With the survey, six results are found.
First, advertising and publicity are the influential factors of brand equity on brand recognition in positive way. Promotion and sponsorship don't have influence over brand recognition.
Second, advertising, promotion and a word of mouth are the influential factors of brand equity on brand image in positive way. Especially, the influencing power of a word of mouth is much more than those of any other factors.
Third, advertising, promotion, sponsorship and a word of mouth are the influential factors of brand equity on 'Emotion-Relationship' between consumers and brands in positive way. The greatest influential factor on 'Emotion-Relationship' between consumers and brands is also a word of mouth. The second one is promotion, the third one is sponsorship and the forth one is advertising. In addition, there is the variable relationship of the new channel. It is found by the proposal of the revised index as searching a model. A word of mouth has direct influence on the brand loyalty regardless of brand recognition, brand image and Emotion-Relationship between consumers and brands. It is a very noteworthy finding that a word of mouth has the most influence on Emotion-Relationship between consumers and brands.
Forth, brand recognition, brand image and Emotion-Relationship have significant influence on brand loyalty. Especially brand image has the most influencing power and Emotion-Relationship between consumers and brands has the second. In addition, brand recognition and Emotion-Relationship between consumers and brands among the components of brand equity have influence upon brands image. The two channels are significant, and especially the influencing power of Emotion-Relationship is more than that of brand recognition. Therefore, Emotion-Relationship has influence on brand image, and brand loyalty ultimately. This study investigated the direct effect, indirect effect and total effect of the influential factors of brand loyalty. The direct effect of a word of mouth is more than the indirect effect. It means that the indirect effect that a word of mouth on the mobile telecommunication brands through brand image and Emotion-Relationship is more influential than direct one.
Fifth, brand recognition and Emotion-Relationship have more direct effect than indirect one through brand image. The fact that Emotion-Relationship has more direct effect than the indirect effect through brand image shows that Emotion-Relationship becomes the significant component of brand equity clearly.
Sixth, this study conducted the additional analysis per involvement and the user group by each mobile telecommunication brands. In high involvement group, the influential factors of brand loyalty are Emotion-Relationship and a word of mouth. The two factors are significant in high involvement group. But in low involvement group, brand image has the greatest influencing power on brand loyalty. There are differences among user group based on their telecommunication brands. In SK telecom user group, brand image has the most influencing power on brand loyalty, Emotion-Relationship and a word of mouth are the second and third. However, in KTF user group, a word of mouth is more influential than brand image. In LG telecom user group, the appropriateness is insufficient and the findings are not reliable. Therefore, analysis on LG telecom user group is excluded.
In conclusion, this study shows three essential issue to the academic world and the world of business.
First, the study verified positively that Emotion-Relationship between consumers and brands is very significant variable. However, brand recognition and brand image have been supported as the main factors of brand loyalty formation traditionally. Now consumers' feeling of brands is regarded as the important factor to manage the communication with consumers.
Second. the study shows the issue which influential factors of brand equity have influence on Emotion-Relationship between consumers and brands. In other word, the study makes it clear which factor is used to build Emotion-Relationship between consumers and brands among advertising, publicity, promotion, a word of mouth and other communication channels.
Third, the study shows that the management of Emotion-Relationship between consumers and brands can be verified by the present relationship between consumers and brands. Therefore, it suggests that the strategy to build Emotion-Relationship between consumers and brands should be changed according to each brand.
This study becomes the cornerstone to develop the index of Emotion-Relationship between consumers and brands for brand equity evaluation. And I hope that the more comprehensive studies on the related field are conducted continuously. Finally, I hope that more brand managers or researchers contribute to making power brands or love brands attracting consumers' desire.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 문제제기 = 1
• 2. 연구 목적 = 3
• Ⅱ. 이론적 배경 = 6
• 1. 감성-관계의 개념 및 특성 = 6
• 1) 감성의 개념 및 특성 = 6
• 2) 관계의 개념 및 특성 = 12
• 2. 소비자와 브랜드간의 감성-관계 = 14
• 1) 소비자와 브랜드간의 감성 = 14
• 2) 소비자와 브랜드간의 관계 = 18
• 3) 소비자와 브랜드간의 감성-관계의 통합적 시각 = 25
• 3. 브랜드 자산의 구성 요소에 관한 연구 = 28
• 1) 브랜드 자산의 개념 = 28
• 2) 브랜드 자산의 구성 요소 = 30
• 3) 브랜드 자산 평가를 위한 새로운 관점 = 44
• 4. 브랜드 자산의 영향요인에 관한 연구 = 50
• 1) 브랜드 자산의 영향요인 : 광고 = 50
• 2) 브랜드 자산의 영향요인 : 퍼블리시티 = 57
• 3) 브랜드 자산의 영향요인 : 판매촉진 = 62
• 4) 브랜드 자산의 영향요인 : 스폰서십 = 71
• 5) 브랜드 자산의 영향요인 : 구전 = 76
• Ⅲ. 연구문제 = 80
• 1. 척도 구성을 위한 예비 조사 = 81
• 1) 연구 설계 및 자료수집 = 81
• 2) 예비조사 측정항목의 구성 및 절차 = 83
• 3) 예비조사 분석방법 = 87
• 4) 예비조사 분석 결과 = 88
• 2. 연구문제 설정 = 103
• 1) 브랜드자산의 영향요인과 브랜드자산과의 관계 = 105
• 2) 브랜드자산의 구성요소간의 관계 = 109
• Ⅳ. 연구방법 = 111
• 1. 분석 대상 브랜드 선정 = 111
• 2. 구성 변수의 조작적 정의 = 113
• 1) 브랜드 자산 영향요인의 측정 변수 = 113
• 2) 브랜드 자산 구성 요인의 측정 변수 = 116
• 3) 관여도 측정 변수 = 121
• 3. 분석 방법 = 122
• 1) 자료수집방법 = 122
• 2) 통계 분석 = 122
• 3) 구조방정식모형 = 123
• Ⅴ. 연구결과 = 126
• 1. 응답자 특성 = 126
• 2. 측정도구의 신뢰성과 타당성 검증 = 128
• 1) 신뢰성 검증 = 128
• 2) 타당성 검증 = 129
• 3. 연구문제 해결 및 가설 검증 = 132
• 1) 연구 모형의 적합도 검증 = 133
• 2) 모형 수정 = 135
• 3) 가설 검증 = 137
• 4) 관여집단 및 이동통신 브랜드 사용집단 별 추가분석 = 144
• Ⅵ. 결론 = 159
• 1. 연구결과 요약 및 논의 = 159
• 2. 결론 및 제언 = 164
• 참고문헌 = 173
• 부록 = 195
• ABSTRACT = 227