브랜드 에쿼티 관점에서 LOUIS VUITTON의 지식재산권 사례 분석

심명훈(Sim, Myeong Hun),나건(Nah, Ken) 한국디자인리서치학회 2021 한국디자인리서치 Vol.6 No.4

기술 발전에 따라 지식재산권을 통한 브랜드나 제품의 차별성과 식별성의 보호가 중요해지고 있다. 이러한 중요성의 바탕을 브랜드 에쿼티(brand equity)의 관점으로 살펴볼 수 있다. 브랜드 에쿼티는 소비자의 인식을 바탕으로 구매 결정을 유도하고 브랜드의 차별화를 강화하기 때문에 브랜드 에쿼티를 중심으로 지식재산권 분석은 의미 있는 연구주제이다. 프랑스에서 시작된 럭셔리 브랜드 LOUIS VUITTON은 일찍이 브랜드 가치의 중요성을 인지하고 지식재산권을 활용해 브랜드 자산을 보호함으로써 브랜드의 가치를 창출하고 지켜나가고 있다. 본 연구의 서론은 소비자의 결정이 중요해짐에 따라 브랜드 에쿼티의 중요성과 지식재산권 활용의 필요성을 나타낸다. 본론은 지식재산과 지식재산권의 개념과 활용 필요성, 브랜드 에쿼티의 개념과 관련된 문헌 자료를 수집하여 논문의 이론적 배경을 전개한 다음, 질적 연구 방법인 내용분석을 통해 소비자 인식 차원에서 브랜드 에쿼티를 연구한 아커와 켈러의 브랜드 에쿼티 관점에서 LOUIS VUITTON의 지식재산권 사례와 의미를 분석하였다. 결론으로 LOUIS VUITTON의 지식재산권 사례는 브랜드 에쿼티 관점과 유기적인 상관관계가 나타났으며, 지식재산권을 통해 직간접적으로 브랜드 가치 창출에 활용되고 있음을 알 수 있었다. 첫째, 지식재산권을 마케팅에 활용함으로써 지각된 품질(perceived quality)을 획득할 수 있으며, 제품의 지각된 품질이 브랜드 전체로 확장될 수 있다. 둘째, 소비자 접점에 있는 기술을 통해 보조 상기(brand recognition)를 획득하고 브랜드 인지와 차별화된 가치를 형성할 수 있다. 셋째, 브랜드의 차별화된 무형의 서비스 일부를 지식재산권으로 보호함으로써 브랜드 인지에 활용할 수 있다. 넷째, 브랜드의 제품을 유기적으로 보호함으로써 효용 가치와 인지적 가치 창출이 가능하다. 다섯째, 폭넓은 지식재산권 활용을 통해 일관된 브랜드 지식(brand knowledge)을 형성시켜 독보적인 브랜드 에쿼티를 형성할 수 있다. 따라서 본 연구를 통해 지식재산권이 브랜드 에쿼티 형성 관점에서 브랜드 관리에 활용될 수 있음을 시사한다. 향후 연구에서는 실증적 분석을 통해 브랜드 에쿼티 관점에서 지식재산권이 가지는 의미를 체계화할 것이다. With the development of technology, the protection of differentiation and distinctiveness of brands or products through Intellectual Property Rights(hereinafter IPRs) is becoming more important. The basis of this importance can be examined from the perspective of brand equity. As brand equity induces purchase decisions based on consumer perception and strengthens brand differentiation, IPRs analysis centered on brand equity is a meaningful research topic. A luxury brand, LOUIS VUITTON, originating from France, has recognized the importance of brand value early on and is creating and maintaining brand value by protecting brand assets, utilizing IPRs. The introduction of this research indicates the importance of brand equity and the need for IPRs utilization as consumer decisions become more prominent. For the body of the research, after developing the theoretical background, collecting literature data related to the concept of brand equity, the concept, and necessity of utilizing IP and IPRs, the research was conducted by analyzing the case and significance of the LOUIS VUITTON IPRs case based on Acker and Keller’s brand equity perspective, who studied brand equity in terms of consumer perception through qualitative content analysis, a method of qualitative research. In conclusion, the IPRs case of LOUIS VUITTON showed an organic correlation with the brand equity perspective, and it was visible that it is, directly and indirectly, used to create a brand value through IPRS. First, by utilizing IPRs for marketing, perceived quality can be optioned, and the perceived quality of products can be expanded throughout the brand. Second, it is possible to acquire brand recognition through technology at the consumer contact point and form differentiated values from brand awareness. Third, parts of the brand’s differentiated intangible services can be utilized for brand awareness. Fourth, it can create utility and cognitive value by organically protecting the brand’s products. Fifth, through using a wide range of IPRs, consistent brand knowledge can be created to form unrivaled brand equity. Therefore, this studies suggests that IPRs can be used for brand management from the perspective of brand equity formation. In future studies, the meaning of IPRs from the perspective of brand equity will be systematized through empirical analysis.

스포츠 브랜드 아이덴티티에 따른 브랜드 자산 비교 연구

김도균,정아람 경희대학교 체육대학 한국체육과학연구소 2004 體育學論文集 Vol.32 No.-

The purpose of this study is to identify youth' brand equity with regard to sports brand identity. The subjects included 107 male and 106 female teenagers who live in the Seoul area and who were selected by a multi-stage sampling method. Data were collected by suing a questionnaire about sport corporations' brand equity, and the subjects were asked to indicate the degree of importance they place on certain variables on 1 5 point Likert scale by the self administration method. The scales were deemed reliable since the Cronbach a for the brand awareness and brand preference, brand association image, hand equity scales were .8325, .7289, .8247, .7582 respectively. As result, the following conclusion were drawn: 1. The brand identity element is important and recognized. 2. The brand which it prepers most was NIKE, character and high class it is with it appeared with the reason. 3. According to the specics of the population statistics(sex, area, grade) each brands showes differences in the brands equity(brand awareness and brand preference, brand association image, brand equity). 4. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equity) which it follows in population statistics quality(sex, area, grade) of the outside brand. 5. There was a difference to the brand equity(brand awareness and brand preference, brand association image, brand equity) which it follows in population statistics quality(sex, area, grade) of the domestic brand. 6. There was a difference to the brand equity(hand awareness and brand preference, brand association image, brand equity) which it follows in population statistics quality(sex, area, grade) of the domestic brand and outside brand.

브랜드 연상네트워크가 화폐가치로 측정된 브랜드 자산에 미치는 영향

오명열(Oh Myoung Yul) 한국마케팅학회 2013 마케팅연구 Vol.28 No.4

강력한 브랜드를 구축하기 위해서는 브랜드자산을 구성하는 제반 구성요소에 대한 관리가 필요하다. 브랜드자산을 구성하는 요소 중에 브랜드인지, 충성도, 지각되는 품질과 같은 요소에 관해서는 많은 연구가 있어 왔지만 브랜드 연상과 관련해서는 선행연구가 많지 않다. 브랜드 연상을 제외한 나머지 구성 요소들은 시간이 지남에 따라 브랜드 간에 차이를 크게 나타내지 않으며, 최종적으로 브랜드의 가치를 결정하는 것은 브랜드와 관련된 연상이 라 할 수 있다. 이러한 중요성에도 불구하고 연상의 본질에 대한 규정이나 측정방법, 브랜드 자산과의 관계에 대 한 연구는 많지 않다. 기존의 연구는 연상의 측정을 위해서 초기에는 자유연상 방법을 사용해 측정하였다. 이후 래더링이나 ZMET(Zaltman Metaphor Elicitation Technique), BCM(Brand Concept Mapping)과 같은 방법을 통해 소비자의 브랜드 연상에 대한 측정을 시도하였지만 방법론상의 문제나 실행상의 문제를 담고 있다. 본 연구는 첫째, 연상네트워크적인 관점에서 연상의 측정을 시도하였으며 사회연결망분석(social network analysis)에서 적용되는 네트워크 분석방법을 적용하여 브랜드 연상네트워크를 분석하였다. 둘째, PSM(Price Sensitivity Measurement)방식에 의해 화폐가치로 브랜드 자산을 측정하여 연상네트워크 분석에서의 결과와 의 관계를 규명하였다. 본 연구의 실증분석 결과는 첫째, 브랜드 연상네트워크 지표는 기본지표 4가지와 중심성 지표 3가지로 측정을 하였으며, 브랜드자산과의 관계에서 부분적으로 유의미한 상관관계가 나타났다. 둘째, 브랜드 자산을 기준으로 강한 브랜드와 약한 브랜드 간에 연상네트워크 지표상에서도 부분적으로 유의미한 차이가 나타났다. 본 연구는 네트워크분석을 통해 나타난 지표와 화폐가치로 측정한 브랜드 자산 간의 관계분석을 통해 브랜드자 산의 측정과 관리를 위한 방안을 제시했다는 점에 학술적 의의가 있다고 생각된다. 또한 본 연구는 심리학이나 뇌과학에서 발전된 연상네트워크에 대한 개념에 사회학의 네트워크 분석을 적용하고 소비자를 인식하는 새로운 방법으로서 인접 분야 지식의 접목이 요구된다는 점을 강조한 데에 의미가 있다고 생각된다. 실무적으로 본다면 브랜드자산을 관리 강화해야 하는 관리자의 입장에서 관리가능한 지표로서 브랜드연상의 계량적 측정이 가지는 의미는 클 것이다. 네트워크 분석이 제시하는 다양한 지표를 통해 연상에 대한 정밀한 분 석이 가능하며, 최종적으로 브랜드자산과의 관계 규정도 가능하다는 점은 브랜드 관리가 보다 정밀하게 이루어질 수 있다는 것을 의미한다. To build a strong brand, it is important to manage several components of brand equity. There are many studies about the effects of brand awareness, loyalty, and perceived quality on brand equity, but few about brand association. In the course of development of individual brand, other factors do not seem to have much contributing power as brand associations in making a specific brand distinctive. Therefore the brand association can be said to be the key factor in building brand equity. But There are only a few researches on the in-depth meaning, measurement, and relationship with brand equity, of brand associations. Some researches had measured brand association through the free association method in the early stage. Along with these researches, other methods measuring brand association - laddering, ZMET (Zaltman Metaphor Elicitation Technique), and BCM(Brand Concept Mapping) - has been developed. But these methods have some methodological and operational problems. The main objectives of this study are; first, this study measures brand associations quantitatively and explore the relationship between brand association and brand equity, using network method widely used in social network analysis. Second, this study clarifies the relationship between quantitative results of brand associations and the monetary value of brand equity measured by PSM(price sensitivity measurement) method. UCINET 6, a software in the field of social network analysis, was used to analyze the brand association networks. Even though network analysis calculate over 50 various indices, this study use two sets of indices, basic and centrality index. Network size, degree, density, and distance are the basic indices and degree centrality, closeness centrality, and between centrality are the centrality indices that are used in this study. We find statistically significant correlations between five brand association network indices(network size, degree, degree centrality, closeness centrality, and betweenness centrality) and brand equity. We also find statistically significant differences between strong and weak brand in terms of four indices(network size, degree centrality, and closeness centrality). The contributions of this study are; first, brand association is quantitatively measured by network analysis based on both sociology and cognitive psychology and brand equity was measured by moneytary value based on price sensitivity measurement. There have been no researches that explore the relationship between quantitatively measured brand association and dollarmetric brand equity. Second, this study suggests a new alternative way to solve complicated phenomena of brand association based on sociology, neural science, and cognitive psychology. This study also have some managerial implications. Brand manager must have keen interest on brand association to build strong brand equity. Up to now, tools like free association, laddering, ZMET, and BCM have been proved insufficient to measure brand associations quantitatively, especially in real settings. Additionally there are many other network indices those are not mentioned in this study. The indices should give important information about the in-depth meaning of brand associative network for the brand managers. The procedure recommended in this study will provide some guidance to systematic management of brand equity.

BRAND EQUITY: A LONGITUDINAL ANALYSIS OF MIND-SET METRICS WITH PANEL DATA

Alexander Witmaier 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The concept of brand equity has been receiving considerable interest from academia and practice in the past decades. While mutual understanding exists on the importance of establishing high-equity brands, less agreement among academics and practitioners prevails regarding its conceptualization and operationalization. Many approaches have been proposed to measure brand equity in academic literature and numerous competing companies such as Millward Brown, Interbrand, or Young & Rubicam offer commercial metrics and brand evaluations, which are likely to estimate different values to a specific brand. This study reflects a consumer-based perspective on brand equity, which resides in the heart and mind of the consumer and captures the value a brand endows beyond the attributes and benefits its products imply. Growing calls for the accountability of marketing has resulted in increasing interest in marketing metrics, which includes mind-set metrics to address the “black box” between marketing actions and consumer actions in the market. Theoretical Development One of the most prominent conceptualizations of brand equity is based on the premise that brand equity is “the differential effect of brand knowledge on consumer response to the marketing of the brand” consisting of brand awareness and brand image as the predominant dimensions that shape brand knowledge. In this model, a crucial role is ascribed to consumer’s associations with a brand as a reflection of its image. Accordingly, brand building and differentiation is based on establishing favorable, strong, and unique associations. Human associative network theory is a widely accepted concept to explain the storage and retrieval of information and has been largely applied in the context of brands. Associative network theory suggests that brand information is stored in long-term memory in a network of nodes that are linked to brand associations such as attributes, claims or evaluations. Consumers use brand names as cues to retrieve associations. Once cues activate corresponding nodes and consumers retrieve information from memory, the activation spreads to related nodes. Consequently, a transfer of associations can also occur through associative chains in a process of attitude formation. Consumer response to a brand can be of attitudinal and behavioral character and research on attitudes supports the general notion that both, affective and cognitive structures, explain attitude formation. The predictive properties of attitudes regarding actual behavior have been acknowledged by prior research and the attitude-behavior relationship has been established. Research Design Operationalization of Brand Equity This study distinguishes between attitudinal and behavioral measures of brand equity. The behavioral measures of brand equity should reflect the attitudinal brand equity components in predicting product-market outcomes. High brand equity should lead to a willingness to pay a price premium, purchase intention and willingness to recommend. Survey Brand equity measures are tested with two waves of data collection2 from online surveys conducted in 2015 and 2016. Respondents were recruited from a professional panel provider to ensure that the same respondents participated in wave two after a year from the first wave. Participants were selected according to a quota regarding age and gender to increase representativeness and were then randomly assigned to one of the three industries beer, insurance, and white goods capturing brand equity from different perspectives and allowing for a more holistic view. Sample The sample for the first wave consists of 2.798 respondents. The sample was matched with the response from wave two and only those respondents were selected who participated in both waves. Given the panel mortality rate, the final sample size for longitudinal analysis is 1.292 observations. The respondents’ age ranges from 18 to 74 with 52 percent being male and 48 percent female. Analysis Panel regression is used to estimate models assessing the relative importance of various brand equity metrics regarding the three outcome variables for the three categories included. The results suggest that no universal brand equity metric dominates that can be applied to predict behavioral outcomes across categories. Yet, category-specific brand equity metrics prevail across outcomes. Consumers seem to evaluate a strong brand as an entity they can personally connect to in the insurance category. In the beer category, consumers’ evaluation of strong brands reflects deep affect and the perception of product quality. High equity brands relate to loyal consumers with strong affective evaluations in the category of durable household products. Moreover, the results indicate that brand equity measurement can be simplified to a small subset of metrics without risking loss of model fit and predictive power. Discussion While a plethora of brand equity metrics exists, the results of this study suggest that brand managers can apply a small subset of available metrics to track their brands’ equity and predict behavior without implementing long surveys that require considerable time and effort from increasingly overloaded consumers. Yet, adjustments to the composition of brand equity metrics might be inevitable in light of category-specific effects. Moreover, the results reveal that a consideration of metrics capturing affective components such as brand self-connection and deep feelings such as brand love is indispensable for brand equity measurement. Including emotional measures and extending established brand equity metrics that are deeply rooted in extant research might provide a considerable advantage when it comes to measuring brand value in different product categories. References are available upon request.

브랜드 자산 측정법의 재고찰

이승필(Lee, Seung Pil),권영범(Kwon, Youngbum) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.62

The purpose of this study is to empirically test two well-known brand equity measurement scales(Aaker’s multidimensional brand equity and Yoo et al.’s brand equity model combining multidimensional brand equity and overall brand equity) based on the recommendation of extant research to better understand and more effectively measure brand equity in the Korean sport industry setting. The present study used a sample of 274 actual consumers from four major shopping areas in two metropolitan cities in Korea. Techniques for data analysis included confirmatory factor analysis, reliability/validity analysis, and structural equation modeling analysis by using Amos 22.0 Mac Version. The findings of this study were as follows. First, the model fit indices, reliability, and validity of both brand equity scales were satisfactory. Second, the effect of brand equity on purchase intention is more significant in Yoo et al.’s model combining multidimensional brand equity and overall brand equity. Third, brand association and brand loyalty played the positive and direct roles in brand equity. Although perceived quality and brand awareness did not have a direct significant influence on brand equity, they indirectly affect brand equity by influencing brand association and brand loyalty.

원산지효과, 상표자산 및 상표충성 간의 관계에 관한 연구: 미국, 중국, 한국의 비교분석

고은주,김경훈,김숙현,이구봉,추붕,장호,Ko, Eun-Ju,Kim, Kyung-Hoon,Kim, Sook-Hyun,Li, Guo-Feng,Zou, Peng,Zhang, Hao 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

상표자산이 구매의도에 미치는 영향: 중국패션시장에서

이동해,최영로 한국유통과학회 2015 유통과학연구 Vol.13 No.7

Purpose – Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer’s attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology – The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer’s attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion – The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

소비자 평가에 기초한 의류 상표 자산

김경원,이은영 한국의류학회 1999 한국의류학회지 Vol.23 No.8

Brand equity is the added value endowed by the brand to the product. This concept, born in the 1980s', has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling, and externally by consumer behavior in the market. By analyzing the relationship between them, we can understand how brand value is made in the mind of consumers, and how it is converted into the consumer behavior. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result, the consumer -based brand equity is composed of emotional and cognitive dimensions, and each dimension has several subdimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior, market share and price premium of brands.

The Relationship among Country of Origin, Brand Equity and Brand Loyalty : Comparison among USA, China and Korea

Eunju Ko(고은주),Kyung Hoon Kim(김경훈),Sook Hyun Kim(김숙현),Guofeng Li(李国锋),Peng Zou(邹鹏),Hao Zhang(张昊) 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

市場環境的競爭日趋激烈, 要求企業把他們的産品投入到國際市場。但是如果不能对消费者的核心价值观和需求进行深入了解并作出充分的反应,企业就无法在全球消费市场获得有竞争性的影响力。品牌資産是企業的一種重要資産。尤其是在運動服裝領域, 品牌資産能够通過他的品牌的名字增加産品的效用和價値。不仅品牌資産會影響消費者態度. 其他因素, 如國家地區也有这種作用。本硏究探討原産國和品牌資産之間的關係, 以及它們如何影響消費者對某一品牌的忠誠。本硏究關注運動鞋市場, 這是因爲這一市場爲世界範圍內的生産者提供了更多機會。 本硏究的目的包括 : 1 原産國大品牌資産的影響 ; 2 品牌資産如何影響消費者的品牌忠誠 ; 3 在三國之間原産國和品牌資産的影響是否有所不同 ; 4 對不同的生活方式, 原産國和品牌資産的影響是否有所不同在文獻綜述的基礎上提出以下假設 : H1-a: 國家形象對原産國有積极影響 ; H1-b: 産品認知對原産國有積极影響 ; H2-a: 感知質量對品牌資産有積极影響 ; H2-b: 感知價格對品牌資産有積极影響 ; H3: 原産國對品牌資産有積极影響 ; H4: 品牌資産對品牌忠誠有有積极影響 ; 硏究結果可以歸納爲 : 在三個國歌之間, 運動鞋購買行爲、喜愛品牌、購買品牌、購買地點、信息使用和喜愛的運動項目都有顯著差異。硏究結果把原産國、品牌資産和品牌忠誠的關係擴展到運動鞋市場。品牌資産在三個國家中都與品牌忠誠有顯著關係。影響品牌資産的因素在三國之間有所不同。本硏究還將三國的消費者按生活方式劃分爲 : 前衛型、跟随型和落伍型。不考慮國家界限整合成新的消費者群體, 崱每個群體內部有相似的偏好和購買品牌。所有的消費者都認爲品牌資産影響品牌忠誠。對于前衛型消費者來說, 感知價格是影響品牌資産的唯一因素, 品牌本身更爲重要。落伍者不關心任何因素, 對于跟随型消費者, 除了感知價格其他因素都是重要的。 當一個品牌引入新的市場時, 營銷經理需要考虑品牌資産。本地化是基本策略。對于全球品牌來說, 了解各個國家消費者的共性特征比全球戰略更爲重要。 The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer’s attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers’ loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers’ brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

축제체험과 브랜드자산 간의 영향연구

이미혜 한국기업경영학회 2012 기업경영연구 Vol.19 No.1

The purpose of this study was to identify the relation of cause and effect between festival experience and brand equity about ‘2011 Boryeong Mud Festival.’This study analyze that which experience factors were need to improve as well as managed. For this study purpose collection, classification, purification and validification of items for construction concept for festival experience and brand equity are performed. Experience and brand equity are regarded as a very important concept on festival practice as well as in academic research because sport event marketers can gain competitive advantage through successful brands. The measurement of experience and brand equity on festival has been a recent phenomenon in the festivals research area. Most available empirical research in sport events has been borrowed its methods extensively from other fields. The research analyzed following detailed matters to accomplish the purpose of this study. Firstly, it investigated the factors of festival experience and brand equity with conceptualizing. Secondly, it analyzed how the festival experience has an effect on the brand equity and among brand equity factors. Using a sample of 295, respondents are required to festival experience and brand equity. Spss 18.0and Amos 18.0 were used for data analysis. The results of this research are as follows: firstly, the think, act, relate of festival experience effected significant on brand equity. secondly, the sense and feel did not have significant effects on brand equity. thirdly, positively effected among factors of brand equity. The some of festival experience show positive effects of the brand equity, such as brand awareness, brand image, perceived quality and brand loyalty. Boryeong Mud Festival pointed out in common that continuos maintenance would be necessary for items, such as pleasantness, uniqueness. Festival experience is major determinant to on attitude of festival participation and to raise the brand equity. Accordingly, it is required to take efforts to continuous managements and improvements on festival experience. Boryeong government should raise their brand equity of festival through Boryeong Mud Festival and should also strengthen the brand equity of festival because the brand equity were positively related to further expansion of festival experience development. And variable programs which participants would experience some special and discriminative activites of festival, were to be developed to fulfill participants’ satisfaction. This study concluded with implications for the festival experience and brand equity a brief outlook for future study. 지역 간 경쟁우위를 도모하기 위하여 축제체험을 전략 수단으로 하여 축제의 브랜드가치를 높여야 한다. 이로서 축제체험과 브랜드자산에 대한 연구가 시기적으로 필요하여 본 연구에서는 이들 간의 영향관계를 연구하고 연구 후 결과를 토대로 전략적 시사점을 제공하였다. 축제체험과 브랜드자산 간의 영향에 대한 연구내용 및 결과는 다음과 같다. 첫째, 축제체험과 브랜드자산에 대한 이론적 연구에서 개념적 접근을 수행하여 이론적 근간 마련과 구성요소를 도출하였다. 둘째, 축제체험중 인지, 감각, 행동, 관계적 체험은 브랜드인지도, 브랜드이미지, 지각된 품질에 유의한 영향을 미쳤다. 따라서 축제체험이 브랜드인지도, 브랜드이미지, 지각된 품질의 브랜드자산을 형성하는데 중요한 영향요소임을 규명하였다. 셋째, 브랜드자산 구성요인 간의 영향관계에서 브랜드인지도, 브랜드이미지, 지각된 품질은 브랜드충성도에 유의한 영향을 미쳤다. 브랜드인지도, 브랜드이미지, 지각된 품질과 브랜드충성도 간의 영향관계는 현재 참가수요에 이어 향후 잠재수요의 참가에 대한 결과인데 이들 간에는 영향을 미치므로 브랜드 충성도를 높이려면 브랜드인지도, 브랜드이미지, 지각된 품질 제고에 대한 다양한 전략이 강구되어야 한다. 본 연구는 체험과 브랜드자산을 축제에 적용함으로써 두 변수간의 영향관계만을 실증연구 함에 한계를 지녔다. 이는 축제를 대상으로 한 초기연구였으므로 앞으로 보다 깊이 있고 다양한 차원의 연구로서 다소 미흡하였으므로, 앞으로는 본 연구를 토대로 보다 발전적인 후속연구가 지속적으로 이루어져야 할 것이다