韩·中体育用品消费者的原产地形象, 品牌形象与品牌忠诚度间的关系: 以冲动购买的调节作用为中心

주팅팅,박성규 경남대학교 산업경영연구소 2017 지역산업연구 Vol.40 No.1

The purpose of this study is to empirically investigate the interrelationship among country of origin image, brand image and brand loyalty by comparing Korean and Chinese customers, and examine the moderating effect of impulse buying tendency between country of origin image and brand loyalty based on the Korean and Chinese university students who purchased sports goods. To test the proposed research model, a survey methodology was used. Data were collected to test the model from Korean and Chinese buyers who experienced purchasing sports goods brands as respondents, a total of 935 questionnaires(Korea: 475, China: 460) were used. This study was conducted CFA to test the validity of the measurement model, and empirical analyses were performed using AMOS. The results indicate that the country of origin image on sports goods among Korean and Chinese customers has positive effect on brand image and brand loyalty, brand image has positive effect on brand loyalty, and the moderating effect of impulse buying in relationship between country of origin image-brand loyalty has statistically significant in only Chinese customers. Finally, this study suggests the implications of these findings, both theoretically and practically, and also offers directions for future research. 本研究的目的在于以韩․中体育用品消费者为研究对象,通过实证调查检验原产地形象, 品牌形象与品牌忠诚度间的相互关系,同时考察冲动购买在原产地形象和品牌忠诚度间的调节作用. 本研究选 择以在最近6个月内购买了体育用品的韩․中大学生为调研对象,最终获得了韩国475份, 中国460份 有效问卷. 研究结果表明,韩․中消费者在“原产地形象对品牌形象和品牌忠诚度有正向显著影响,品 牌形象对品牌忠诚度有正向显著影响”上并无差异,但是冲动购买在原产地形象和品牌忠诚度间的调 节作用只在中国消费者中显著.

Relationships among Brand Equity Components: An Exploratory Study of the Moderating Role of Product Type

문병준,박원규,Sang-Chul Choi 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker (1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale (Park and Moon 2000; Vaughn 1986). As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory (Hu and Bentler 1999). The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively. 对于品牌资产的组成,测量和管理的研究开始于David A. Aaker (1991) 和Kevin Lane Keller(1993)。最近,很多的研究都集中于品牌资产的组成:品牌意识,质量预期,产品形象和品牌忠诚度。本文主要针对于这些成分间相互关系,而且特别主意产品种类(实用或者享受)的调节作用。基于以上所提及的关系所建立的模型可以参看图1。本文的假设如下:顾客的品牌意识对于顾客的忠诚度和品牌形象有积极的影响;顾客的质量预期对于品牌忠诚度和品牌形象有积极的影响;品牌形象对于品牌忠诚度有积极影响;这些品牌资产成分间的关系可以被产品种类所调节。具体说明就是,对于实用性产品,质量预期对于品牌忠诚度的作用会增强,而对于享受产品品牌形象对于品牌忠诚度的作用会更强。为了确定适用于本研究的产品,58名首尔的大学生参加了前测 (Park and Moon 2000; Vaughn 1986)。结果是计算机被选择成为实用性产品,而牛仔裤被选定成为享受产品。每一种产品各选择了两个品牌:三星和惠普以及李维斯和NIX。在研究中,首尔地区的237名大学生回答了问卷。研究对象被划分为两组:一组(121名)回答关于计算机的问卷,其他的116名回答关于牛仔裤的问卷。搜集的数据通过AMOS 7来验证可信度,效度以及变量间的相互关系。验证性因子分析证明本研究的模型是可以用来进一步研究的(Hu and Bentler 1999)。品牌资产成分间的相互关系也通过AMOS 7 来验证。结果模型的结果展现在图2中。质量预期对于品牌的形象有积极的影响,但是品牌意识却没有。但是品牌意识,质量预期,以及品牌形象都对品牌忠诚度有积极的影响。并且,这些关系受到产品种类的调节。本文的研究结果可以增进我们对于品牌资产成分间相互关系的了解,并且可以支撑对于品牌资产的测量。本文也对于产品种类的作用进行了阐述。在现实的营销管理中,这些结果可以提供一些建议来有效保持品牌资产。

Relationships among Brand Equity Components: An Exploratory Study of the Moderating Role of Product Type

Moon, Byeong-Joon,Park, Won-Kyu,Choi, Sang-Chul Korean Academy of Marketing Science 2010 마케팅과학연구 Vol.20 No.1

?于品牌??的?成, ?量和管理的?究?始于David A.Aaker (1991) 和Kevin Lane Keller(1993). 最近, ?多的?究都集中于品牌??的?成: 品牌意?, ?量?期, ?品形象和品牌忠?度. 本文主要??于?些成分?相互?系, 而且特?主意?品??(?用或者享受)的??作用. 基于以上所提及的?系所建立的模型可以?看?1. 本文的假?如下: ?客的品牌意??于?客的忠?度和品牌形象有??的影?; ?客的?量?期?于品牌忠?度和品牌形象有??的影?; 品牌形象?于品牌忠?度有??影?; ?些品牌??成分?的?系可以被?品??所??. 具??明就是, ?于?用性?品, ?量?期?于品牌忠?度的作用?增强, 而?于享受?品品牌形象?于品牌忠?度的作用?更强. ?了?定适用于本?究的?品, 58名首?的大?生?加了前?. ?果是?算机被??成??用性?品, 而牛仔?被?定成?享受?品. 每一??品各??了??品牌: 三星和惠普以及李?斯和NIX. 在?究中, 首?地?的237名大?生回答了?卷. ?究?象被?分???: 一?(121名)回答?于?算机的?卷, 其他的116名回答?于牛仔?的?卷. 搜集的?据通?AMOS 7???可信度, 效度以及?量?的相互?系. ??性因子分析?明本?究的模型是可以用??一步?究的. 品牌??成分?的相互?系也通?AMOS 7 ???. ?果模型的?果展?在?2中. ?量?期?于品牌的形象有??的影?, 但是品牌意?却?有. 但是品牌意?, ?量?期, 以及品牌形象都?品牌忠?度有??的影?. ?且, ?些?系受到?品??的??. 本文的?究?果可以增?我??于品牌??成分?相互?系的了解, ?且可以支撑?于品牌??的?量. 本文也?于?品??的作用?行了?述. 在??的??管理中, ?些?果可以提供一些建??有效保持品牌??. Research on the construction, measurement, and management of brand equity has been extensive since David A. Aaker(1991) and Kevin Lane Keller(1993) first advanced the concept. Recently, much attention has been devoted to the components of brand equity: brand awareness, perceived quality, brand image, and brand loyalty. This study explores the relationships among these components, focusing particularly on the moderating role of product type (utilitarian vs. hedonic) in their causal relationships. A model to study the relationship among components of brand equity, particularly the moderating role of product type, is featured in Figure 1. The hypotheses of the study are proposed as follows: that consumers' brand awareness has a positive influence on brand loyalty and brand image; that consumers' perceived quality has a positive influence on brand loyalty and brand image; that consumers' brand image influences brand loyalty positively; and that relationships among components of brand equity will be moderated by product type. That is, in the case of utilitarian products, the impact of perceived quality on brand loyalty will be relatively stronger, whereas with hedonic products the impact of brand image on brand loyalty will be relatively stronger. To determine the products for the study, a pre-test of 58 college students in the Seoul metropolitan area was conducted based on the product type scale. As a result, computers were selected as the utilitarian product and blue jeans became the hedonic product. For each product type, two brands were selected: Samsung and HP for computers, and Levis and Nix for blue jeans. In the main study, 237 college students in the metropolitan area were surveyed to measure their brand awareness, perceived quality, brand image, and brand loyalty toward the selected two brands of each product type. The subjects were divided into two groups: one group (121 subjects) for computers, the other (116 subjects) for blue jeans. The survey questionnaires for the study included four parts: five questions on brand awareness and four questions each on perceived quality, brand image, and brand loyalty. All questions were to be answered using 7-point Likert scales. The data collected by the survey were processed to assess reliability and validity, and the causal relationships were analyzed to verify the hypotheses using the AMOS 7 program, a tool for analyzing structural equation modeling. A confirmatory factor analysis assessed the appropriateness of the measurement model, and the fit indices denoted that the model was satisfactory. The relationships among the components of brand equity were also analyzed using AMOS 7. The fit indices of the structural model denoted that it was also satisfactory. The paths in the structural model as will be seen in Figure 2 show that perceived quality affects brand image positively, but that brand awareness does not affect brand image. Moreover, it shows that brand awareness, perceived quality, and brand image are positively related with brand loyalty, and that this relationship is moderated by product type. In the case of utilitarian products, perceived quality has relatively more influence on brand loyalty. Conversely, in the case of hedonic products, brand image has relatively more influence on brand loyalty. The results of this empirical study contribute toward the advancement of our understanding of the relationships among the components of brand equity and expand the theoretical underpinnings for brand equity measurement. It also helps further our understanding of the effect of product type on customer-based brand equity. In a marketing management practice perspective, these results may provide managerial implications for building and maintaining brand equity effectively.

The Effect of the Lifestyles of Social Networking Service Users on Luxury Brand Loyalty

박진아,Hyunjeong Song,고은주 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.4

Currently, various luxury brand players are beginning to develop their own effective ways of communicating with and introducing their values to customers. Because of its effectiveness, i.e., providing easier access for keeping up with the constantly changing personal needs of customers as well as better economic feasibility in customer relationship management or maximizing customer satisfaction and brand loyalty, social networking services (SNSs) have become the most prominent communication medium for luxury fashion companies. This study focuses on the marketing application potential of SNSs by analyzing their influence on brand loyalty. The field research targeted subjects in their 20s and 30s who have experience with both luxury brands and SNSs. The 331 responses were analyzed by descriptive statistics, exploratory factor analysis, reliability analysis, cluster analysis, one-way ANOVA and multiple regression analysis. The results are as follows:First, an SNS could be summarized as having 4 characteristics: interaction, word of mouth, entertainment, and customization. Excluding the entertainment factor, the degree of influence SNS characteristics could exert on brand loyalty could be listed as interaction, WOM, and customization. Second, dividing SNS users into lifestyle groups, our research also examined whether the user’s lifestyle affects the degree of SNS influence on brand loyalty. These user groups were the active leisure-oriented group, the ego-expression group, the fashion leader group, and the early adopter group. The active leisure-oriented group had a high proportion of young, high-income earners. Additionally, this group’s members tended to use SNSs to check others’ information and participate in communities for socialization. The ego-expression group had a higher proportion of females, and its members enjoy updating their pictures and sending personal messages. In addition, they showed a relative openness to disclose private information. The fashion leader group included a high proportion of females in their middle to late 20s and 30s. They possessed self-oriented and appearance-oriented values and stressed privacy. The early adopter group had a balanced ratio of sex and age. They had no aversion to digital equipment and thus actively used SNSs. Third, there were significant differences by user lifestyle in the relationship between SNS characteristics and brand loyalty. Specifically, the active leisure-oriented cluster perceived all SNS characteristics as highly important. The fashion leaders related reliability highly, which seems to result from their tendency to protect their privacy. In addition, all lifestyle groups, excluding the ego-expression group, showed that SNS characteristics had significant effects on brand loyalty. This study analyzed the characteristics of SNSs that act not only as communication tools among humans but also as new spotlighted promotion channels and determined which SNS characteristics influence luxury brand loyalty; therefore, this work also provided basic information for companies when planning social media marketing strategies. In addition, the present study is significant in analyzing SNS users’ lifestyle groups to predict consumer behavior toward luxury brands’ SNSs and in providing essential data to establish basic target marketing strategies by consumer segmentation.

프랜차이즈 미용실의 서비스품질이 고객만족과 브랜드 충성도에 미치는 영향

조주영,왕신,이용환 국제보건미용학회 2022 국제보건미용학회지 Vol.16 No.2

In this study, the effect of beauty service quality factors on customer satisfaction and brand loyalty and the effect of customer satisfaction on brand loyalty were investigated for customers using franchise hair salons. From October 1 to 15, 2021, a survey was conducted on beauty service quality, customer satisfaction, and brand loyalty among 131 customers who visited four franchise hair salons. The obtained data were subjected to confirmatory factor analysis and path analysis using SPSS AMOS program. Among the beauty service quality, the path coefficient of the relationship between outcome quality and customer satisfaction was 0.397, which was significant at the 95% confidence level. Interaction quality, environmental quality, and standby quality, which are other factors of beauty service quality, all showed no significant effect on customer satisfaction. And none of the beauty service quality affected the brand loyalty. The path coefficient of customer satisfaction and brand loyalty was 0.831, which was significant at the 95% confidence level, and it was confirmed that customer satisfaction increased brand loyalty. In conclusion, it was found that the higher the outcome quality among the beauty service quality in franchise hair salons, the better the customer satisfaction, which leads to higher brand loyalty.

Effect of apparel brands’ sustainability efforts on consumers’ brand loyalty

Mijeong Noh,Kim K. P. Johnson 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.1

The goal of this research was to test to what extent sustainability efforts (vs. lack of sustainability efforts) moderate the relationships among consumers’ brand attractiveness, customer-brand (C-B) identification, brand attitude, and brand loyalty. In addition, we examined the impact of apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types. A 3 × 2 between subjects experiment with three levels of apparel brand (luxury, fast fashion, moderate) and two levels of sustainability efforts (present, absent) was conducted. A sample of 1297 adults was used to test the model. In the proposed model, consumers’ perception of an apparel brand’s sustainability efforts played an important role in the positive effect of C-B identification on brand loyalty. Apparel brand type did not moderate the relationships between sustainability efforts and brand loyalty. Significant findings could inform apparel brands’ decision making in the development of effective and profitable sustainable strategies.

Can a fashion brand be social?: The role of benefits of brand community within social network sites

Hyejune Park,Youn-Kyung Kim 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2

Social network sites (SNS) are at the center of social media marketing efforts to engagecustomers and promote fashion brands. In particular, a growing number of fashionfirms implement brand communities via various SNSs, such as Facebook, in order todevelop meaningful interactions and relationships with their customers. This studyidentifies the specific benefits perceived by consumers of fashion brand communitiesembedded in an SNS (BSNS) and examines the impacts of these benefits on consumers’brand relationships and brand loyalty. After qualitative exploration of the communityto understand the practice of BSNS, a quantitative method was utilized to test thehypothesized relationships. The results provide general support for the positive effectof BSNS benefits on outcome variables. Practical managerial suggestions andtheoretical implications are provided.

바이오 화장품 브랜드 자산이 브랜드 충성도 및 구전의도에 미치는 영향

최미정,김유리 한국피부과학연구원 2022 아시안뷰티화장품학술지 Vol.20 No.3

Purpose: The purpose of this study is to examine the brand equity factors for bio cosmetics and to examine how brand equity for bio cosmetics affects brand loyalty and word of mouth intention through empirical analysis. Methods: Adults in their 20s or older living in the Seoul metropolitan area who had experience in using bio cosmetics were used as the sample group. It was conducted for 2 weeks from the 2nd week to the 3rd week of March 2022, and only 232 valid data were used for the final analysis, excluding insincere responses. Results: First, it was found that brand trust and brand image, which are brand equity of bio cosmetics, had a significant effect on brand loyalty. Second, brand loyalty of bio cosmetics was found to have a significant effect on word of mouth intention. Third, brand image and brand trust, which are brand equity of bio cosmetics, were found to have a significant effect on word of mouth intention. Fourth, the partial mediating effect of brand loyalty on the relationship between brand equity (brand image, brand reliability) and word of mouth intentions of bio cosmetics was confirmed. Conclusion: This study is meaningful in that it empirically examines the relationship between brand equity and word of mouth intentions for bio cosmetics and examines the mediating effect of brand loyalty. It will have great implications for the bio-cosmetics industry preparing for the post-corona era. 목적: 본 연구는 바이오 화장품에 대한 브랜드 자산 요인들을 살펴보고 바이오 화장품에 대한 브랜드 자산이 브랜드 충성도와 구전의도에 어떠한 영향을 미치는지를 실증 분석을 통해 살펴보는데 그 목적이 있다. 방법: 서울 수도권에 거주하는 20대 이상의 성인들을 표본 집단으로 하여 2022년 3월 2째 주부터 3째 주까지 2주 동안 실시하였으며, 불성실한 응답을 제외하고 유효한 자료인 232 명만 최종 분석에 활용하였다. 결과: 첫째, 바이오 기능성 화장품의 브랜드 자산 중에서 브랜드 이미지와 브랜드 신뢰도는 브랜드충성도에 유의미한 영향을 미치는 것으로 나타났으며, 상대적 영향력은 브랜드 신뢰도, 브랜드 이미지 순으로 나타났다. 둘째, 바이오 기능성 화장품의 브랜드 충성도는 구전 의도에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 바이오 기능성 화장품의 브랜드자산 중에서 브랜드 이미지, 브랜드 신뢰도는 구전 의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, 상대적 영향력은 브랜드 이미지, 브랜드 신뢰도 순으로 나타났다. 넷째, 바이오 화장품 브랜드 자산(브랜드 이미지, 브랜드 신뢰도)와 구전 의도 관계에서 브랜드 충성도의 부분 매개 효과를 확인하였다. 결론: 이러한 연구결과는 바이오 화장품에 대한 브랜드 자산과 구전 의도 간의영향 관계를 실증적으로 살펴보고 브랜드 충성도의 매개 효과를 규명해 보았다는데 의미가 있을 것이며, 포스트 코로나 시대를 준비하는 바이오 화장품 산업에 주는 시사점이 클 것이다.

Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth

Lee Seung-Hee,Workman Jane E 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.1

The purpose of this study was to examine differences in time-ofadoption groups (trendsetters, early adopters, late adopters, reluctant adopters) and gender regarding brand loyalty, perceived quality, and word-of-mouth (WOM). Participants were 138 men and 131 women at a US university. A questionnaire consisted of demographic items, and measures of trendsetting, brand loyalty, perceived quality, and WOM. M/ANOVA was used to analyze the data. Fashion trendsetters were more loyal to their favorite brand than early, late, and reluctant adopters. Men were more loyal to their favorite brand than women. Fashion trendsetters rated their favorite brand higher on perceived quality than early, late, and reluctant adopters. Men gave higher ratings to perceived quality of their favorite brand than women. Trendsetters and early adopters were more likely to tell others about their favorite brands than late and reluctant adopters. Men and women were equally likely to tell others about their favorite brands.

The influence of the philosophy of science on brand loyalty

송수진 한국마케팅과학회 2015 마케팅과학연구 Vol.25 No.2

“What we do” is likely to be affected by “what we believe”. The interpretation ofresearchers’ findings is often influenced by what we think is right or wrong. Thus, it isnecessary to know what kind of belief system or philosophy of science we hold asscholars and to understand whether and how that philosophy of science has an effecton what we study. Despite its importance, investigation of the impact of the philosophyof science on our field has been undermined in the literature. The present studyexamines how the notion of brand loyalty has been conceptualized, challenged andexpanded by the influence of diverse philosophies of science. Investigating how brandloyalty has been developed, it will provide an example showing how the philosophy ofscience makes an impact on the literature of key constructs in the marketing field. It will also deepen our understanding of brand loyalty by presenting the interactionsbetween the philosophy of science and the research method and the definition of brandloyalty. First, the influence of the philosophy of science on the research method ofbrand loyalty will be described. Then, we will specify how the philosophy of sciencehas affected the notion of brand loyalty, focusing on its definition and the mainantecedent, satisfaction.