Does social capital on SNS drive generation Y consumers` purchase intentions for eco-friendly outdoor sportswear?

( Changhyun Nam ),( Mina Lee ),( Woong Kwon ) 한국체육학회 2016 국제스포츠과학 학술대회 Vol.2016 No.1

Introduction: Recently, a lot of popular sportswear brands (e.g., Adidas, Lululemon, Nike, Patagonia, Under Armour) have gradually launched environmentally friendly outdoor clothing lines and marketing campaigns to promote exposure to the released fashions. Furthermore, due to free access to useful resources, as well as developments in social and mobile technology, online consumers may easily make purchased decisions using network services (e.g., Blog, Facebook, Instagram, Twitter, YouTube, Pinterest). Through social network sites (SNSs), consumers can gain awareness about environmental concerns and this leads to an increase in their purchase intentions for eco-friendly products (Srinivas, 2015). However, in spite of efforts and practices aimed at developing sustainable products for sportswear companies and the incredible increase of social network users, young consumers still lack information and awareness regarding eco-friendly products and apparel (Kibben, 2014). In this study, eco-friendly outdoor sportswear (called green/ sustainable activewear) refers to outdoor sportswear product line that minimizes water and energy and causes less damage to the environment and to use recycling or natural material. Purpose: The aim of this study is to investigate how Generation Y consumers’ social capital on social network sites (SNSs) influence brand awareness, brand image, and attitude towards consumers’ purchase intentions for eco-friendly outdoor sportswear. Hypotheses in the conceptual model are composed based on literature reviews. Review of Literature: Social capital is defined as “investment in social relations by an individual through which they gain access to embedded resources to enhance expected returns of instrumental or expressive action” (Lin, 1999, p. 39). Also, social capital provides resources generated from SNSs, which then benefits social relations (Coleman, 1988). The utility of SNSs has been discovered to improve users’ perceptions of both their bonding and bridging social capital and to gradually enhancing bridging social capital (Steinfield et al., 2010). Bonding social capital refers to the strong ties and tightly-knit relationships between individuals and their intimate friends or family, including expressions of emotional support, confidence, and trust, as well as sharing of information, and through social network sites (Chi, 2011). On the other hand, bridging social capital refers to weak ties, causal connections, and distant acquaintances (e.g., friends of friends) who share and diffuse information, ideas, and experiences on SNSs (Chi, 2011). Therefore, social capital on SNSs can lead to a variety of benefits such as useful information and enhance contact with other people and with branding communities (Kavanaugh et al., 2005). Moreover, brand awareness, the potential availability of a brand in the mind of the consumer, is regarded as a precondition for brands to be considered within the repertoire of purchase options; this indicates brand awareness’s critical role in brand knowledge (Keller, 2003). High brand awareness would provoke consumers to purchase and, thus, increase the chance of the brand to be purchased (Hoyer & Brown, 1990). Keller (2003) found significant relationships among brand awareness, brand image, and brand attitude towards purchase behavior. Brand images were also found to have a positive influence on brand attitude regarding the effects of social media on brand equity creation (Bruhn, Schoenmueller, & Schafer, 2012). Wang (2009) indicated that brand attitude is considered to be a good indicator of behavioral intention. Since the behavioral intention to purchase is a psychological variable, it has been identified as an intervening variable between attitude and actual behavior (Miniard, Obermiller, & Page, 1983). Based on previous findings, the following hypotheses in the proposed conceptual model were developed for this study. Hypothesis 1: Social capital on SNS has a positive influence on (a) brand awareness; (b) brand image; and (c) attitude towards eco-friendly outdoor sportswear. Hypothesis 2: Band awareness has a positive influence on attitude. Hypothesis 3: Brand image has a positive influence on attitude. Hypothesis 4: Attitude has a positive influence on purchase intention for eco-friendly outdoor sportswear. Methodology: A quantitative research approach will be employed to investigate the research hy-potheses for this study. The participants will receive an email invitation linked to a web-based questionnaire. The study``s purpose and informed consent elements will be introduced to partic-ipants through a recruitment letter with an embedded hyperlink directing students to the short questionnaire that takes approximately 10 minutes to complete. The potential sample size will be determined based on power analysis. It is estimated that our sample size will be approximately 300 participants, Generation Y consumers born during the 1980s and early 1990s, based on effect size (∫² =0.15) and power (0.8) with a sample size of more than 220 (Hair et al., 2009). A ques-tionnaire will be modified and adapted from previous studies and all items will include the meas-urement of a five-point Likert-type scale (1=strongly disagree to 5= strongly agree). Twenty items eliciting participant responses about social capital on SNS, four items for brand awareness, seven items for brand image, three items for attitude, and three items for purchase intention will be adapted (Bruhn et al., 2012; Williams, 2006). Also, demographic information (e.g., age, gender, ethnicity, college, school year, etc.) will be gathered through several questions. The analysis will involve two general steps. The first step of the Structural Equation Model (SEM) procedure will incorporate the measurement components of the model. Confirmatory Factor Analysis (CFA) will be conducted to analyze the overall factor structure and construct validity of the scales measuring theoretically related constructs. Upon validation of the measurement model, the next step involving the SEM method will be used to examine the hypothesized interrelationships among the constructs using AMOS 23. In summary, this study will examine whether social capital in SNSs has a positive effect on brand awareness, brand image, and attitude as mediator variables towards purchase intention for eco-friendly outdoor sportswear by fitting a simultaneous equations model. Expected implication: It is expected that results of this study will be enhanced young consumers’ attitude towards the eco-friendly outdoor sportswear based on this proposed framework. What is more, brand awareness, brand image, and the attitude as mediator variables will plays a vital role between social capital and purchase intention for eco-friendly outdoor sportswear in the proposed conceptual model. This study will not only provide useful information regarding eco-friendly outdoor sportswear, but also educate consumers by supplying knowledge about eco-friendly products through social capital on SNSs. If generation Y consumers are interested in purchasing eco-friendly outdoor sportswear, it may be easy for young consumers to obtain information on and resources for eco-friendly outdoor sportswear. Furthermore, branding strategies in social media can change young consumers’ attitudes towards and purchase intentions for eco-friendly outdoor. Therefore, sportswear retailers and designers should deeply understand young consumers’ purchase behaviors and develop effective marketing strategies to promote eco-friendly outdoor sportswear so that young consumers’ purchase intentions can be fully stimulated. Our conceptual model may provide a useful tool for examining a variety of eco-friendly products in future research.

화장품 사용경험이 사후가정사고와 귀인에 미치는 영향 : 브랜드 인지도의 조절효과를 중심으로

장태현 한국인그리에학회 2020 한국인그리에학회지 Vol.2 No.1

In the cosmetics industry, consumers choose their brands carefully and seldom change their brands afterwards. Therefore, in a competitive environment of cosmetics industry, the brand becomes the main source of competitive advantage. This study examines the moderating role of brand awareness in the causal relationships among cosmetic usage experience, counterfactual thinking, and attribution. This study can provide implications for brand management of small and medium business by understanding consumer’s postpurchase behavior. First, we analyzed the route from cosmetic usage experience to counterfactual thinking. When cosmetic usage experience is negative, counterfactual thinking is higher for higher brand awareness than lower brand awareness. On the other hand, if cosmetic usage experience is positive, counterfactual thinking is not different between higher brand awareness and lower brand awareness. Next, we analyzed the path from cosmetic usage experience to attribution. When cosmetic usage experience is negative, brand attribution is higher for lower brand awareness than higher brand awareness. On the other hand, if cosmetic usage experience is positive, brand attribution is higher for higher brand awareness than lower brand awareness.

한국형 중저가관광호텔 베니키아브랜드의 인지도 평가: 내국인 대상 탐색적 연구

조선배 한국외식경영학회 2012 외식경영연구 Vol.15 No.1

This paper addressed and assessed to brand cognition of BENIKEA(best night in Korea)’s after launched on July 2009. Brand cognition of BENIKEA was tested by top of mind awareness, unaided awareness and aided awareness. 200 online-panels were attended by computer-aided web interview of one of research company in Korea. Results are as follows: 1. Brand cognition of BENIKEA are slightly ascended all three parts of top of mind awareness, unaided awareness and aided awareness than before self-report of BENIKEA. 2. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness of sex, age, and region than before self-report of BENIKEA. 3. Brand cognition of BENIKEA are slightly ascend all three parts of top of mind awareness, unaided awareness and aided awareness than other hotels brand and before self-report of BENIKEA. Especially, top of mind awareness is almost even in Sheraton Walkerhill and Westin Chosun. 4. Brand cognition of BENIKEA are slightly ascend to degree of tourist hotels in Korea as a first grade or more.

설록 티백 브랜드 인지도와 포장디자인의 상관관계에 관한 연구

김은주,구환영 한국브랜드디자인학회 2011 브랜드디자인학연구 Vol.9 No.1

현대사회는 끊임없는 제품과 브랜드의 출시로 시장에서 경쟁이 치열하다. 과거에는 브랜드의 수가 다양하지 않아 제품의 인지도로 시장에서 우위를 지킬 수 있었지만 오늘 날에는 브랜드의 수가 많고 다양해서 제품의 인지뿐만 아니라 시각적 이미지의 차별화가 구매 선택에 관건이 되었다. 따라서 소비자가 구매 장소에서 브랜드 네임 외에 포장디자인까지 빠르고 분명하게 인식할 수 있는 전략적 접근이 필요하다. 본 연구에서는 소비자에게 제품과 시각적 이미지의 인지가 잘 이루어진 대상을 선정하여 사례를 분석하고 브랜드 인지도와 포장 디자인의 관계에 대해 설명하였다. 또한 녹차 티백 브랜드 인지도 1위인 설록과 2개 업체를 선정하여 포장디자인을 비교 분석하였다. 분석결과 녹차 티백 브랜드들은 대체로 비슷한 계열의 컬러, 이미지, 로고타입, 레이아웃을 사용하고 있다는 결과가 도출되었다. 그리고 브랜드 인지와 포장디자인의 상관관계에 대해 분석을 위한 설문조사로 녹차 티백 브랜드 인지도와 포장디자인의 인지, 제품 구매 시 각장 먼저 보이는 시각적 요소, 브랜드 마크 인지도, 녹차를 구매할 때 고려하는 항목에 대해 조사하였다. 이 연구를 통해 포장디자인의 시각적 연상은 제품 구매에 있어서 브랜드 인지도 못지않게 구매선택에 영향을 미친다는 결과를 알 수 있었다. 또한 설록이 시장경쟁에서 지속적으로 우위를 차지하기 위해서 브랜드 인지도 만큼 그에 맞는 포장 디자인의 인지가 필요하며 이를 위해 시각적 아이덴티티의 차별화가 필요함을 시사한다. The modern society is under fierce competition in the market due to the continuous launching of products and brands. In the past, there were not many brands so it was possible to maintain dominance in the market with product awareness, but today, because of the increased number and variety of brands, product awareness as well as unique visual images have become a focal point for selection to purchase. Therefore, there is a need for a strategic approach so that the consumer can quickly and clearly identify the brand name as well as the Package Design at the place of purchase. This study selected objects of which identification of the product and visual image was well composed for consumers, cases were analyzed, and the relationship of brand awareness and Package Design was explained. In addition, aside from Sulloc Tea, which is number one in awareness of grean tea tea-bag brands, two companies were selected to analyze the Package Design. Results of the analysis showed that the green tea tea-bag brands used similar colors, images, logo types, and layouts. And as a survey for the analysis on correlation of brand awareness and package design, the awareness level of green tea bag brand awareness or awareness of package design, the visual element seen at first while purchasing the product, the brand mark awareness and the items considered while purchasing green tea have been investigated. Through this study, the result that visual association of package design influences the purchase choice as much as brand awareness could be found. Also, for the Sulloc to continue taking up a predominant position in market competition, the awareness of an appropriate package design for the brand awareness is needed suggesting the necessity of differentiating the visual identity to make this possible.

대학생의 문화이벤트에 대한 인식이 지역 브랜드 자산 형성에 미치는 영향 연구

이광옥(Gwang Ock Lee) 한국관광연구학회 2010 관광연구저널 Vol.24 No.3

This study is to find how the university students` awareness of cultural events affect local brand assets. Hypothesis are the followings. First, it is to find out how the students awareness of the cultural events affect local brand` awareness significantly. Second, it is to find out how the students awareness of the cultural events affect local brand images significantly. Third, it is to find out how the awareness of local brand affect local brand images significantly. Fourth, it is to find out if awareness of local brand affect loyalty for local brand significantly. Fifth, it is to find out if local bran image affects the loyalty of local brand significantly. Before verifying the hypothesis, reliability and validity of each variables were verified. awareness of university students on cultural events were drawn from four factors such as new experience, intellectual satisfaction, family friendliness, and sociability. The brand awareness, brand image, and brand loyalty were drawn from each factor. From the verification tests, frist, the students` awareness of cultural events made them acquired new experiences and knowledges in the local places. students also could enjoy meaningful time, enjoying cultural lives with friends and relatives in higher class cultural life and create new image of the local places. Second, students might think they could meet a new culture through cultural events but considered that those events couldn`t release stresses from routine or form human relationship with others. Third, meeting cultural events, people enhance their awareness, images, and loyalty of local places.

컬러마케팅이 브랜드 인지도 및 브랜드 태도에 미치는 영향에 관한 연구 : 몽골 캐시미어 브랜드를 중심으로

어윤캐렐,최호규,심우극,박남구 공주대학교 KNU 기업경영연구소 2013 기업경영리뷰 Vol.4 No.2

This dissertation’s objective is to analyze Mongolian cashmere color marketing and how this affects the brand awareness and brand attitude. In order to complete the objective advanced research method and surveys were undertaken. Surveys were completed by the Mongolian cashmere frequent and cashmere market knowledgeable consumers. Out of total 290 dispensed surveys 282 surveys were returned from that 23 surveys were unsuitable for using, therefore data from 259 surveys were used in the analysis. I have established 9 different hypothesis’s in the work and to support my hypothesis I have used SPSS Winver 20.0 program. Using the program I have conducted factor analysis, reliability analysis and confirmatory factor analysis. By doing this I wanted to check the validity of each question’s appropriateness in the survey. In my work the priority was to show how color marketing affects brand awareness and brand attitude and on other hand to show the correlation and influence of brand awareness on brand attitude. To do this I have used multiple regression analysis and simple regression analysis. This is the brief summary of my research analysis and key findings of it are as follows: 1. Out of 4 aspects of color marketing 2 have been proved to influence the brand awareness thus hypothesis 1’s 1-2 and 1-3 are proved however 1-1 and 1-4 are dismissed. In other words color marketing’s symbolism and memory association aspects have been proved that influence brand awareness, but the other two aspects distinguishment and attention attraction do not influence brand awareness. 2. Out of 4 aspects color marketing 2 have been proven to influence the brand attitude thus hypothesis 2’s 2-1 and 2-4 are proved, however 2-2 and 2-3 are dismissed. Therefore color marketing’s distinguishment and attention attraction influence the brand attitude, but symbolism and memory association do to influence brand attitude. 3. Analysis showed that brand awareness influences brand attitude hence hypothesis 3 has been proved. 컬러를 활용하여 브랜드, 제품을 차별화하고 소비자의 브랜드에 대한 인식과 태도 형성에 중요한 영향을 미치는 컬러마케팅은 오늘날 그 중요성이 날로 더해가고 있다. 이에, 본 연구에서 몽골 캐시미어 브랜드 사용 경험이 있는 고객을 대상으로 컬러마케팅이 브랜드 인지도 및 브랜드 태도에 미치는 영향에 관해 실증적 연구를 수행한 결과 컬러마케팅은 브랜드 인지도 및 브랜드 태도에 부분적으로 정(+)의 상관관계가 있는 것으로 확인되었다. 세부적으로 컬러마케팅의 상징성과 연상성은 브랜드 인지도와 유의적 관계가 있으나, 브랜드 태도와는 유의적 관계가 없는 것으로 확인되었다. 반면, 식별성과 주목성은 브랜드 태도와는 유의적 관계가 있으나 브랜드 인지도와는 관계가 없는 것으로 확인되었다. 또한, 브랜드 인지도는 브랜드 태도에 정(+)의 영향관계가 있는 것으로 실증되었다.

고속도로 휴게소 서비스품질에 따른 브랜드 이미지, 브랜드 인지도가 재방문의도에 미치는 영향

복준영(Bok, Jun Young) 한국서비스경영학회 2017 서비스경영학회지 Vol.18 No.3

The purposes of the study are to explore the effects among service quality, brand image, brand awareness, and revisit intention, including mediating effects of brand image and brand awareness on revisit intention in the expressway service area business. Data is collected from 240 visitors at the two expressway service areas of Cheongdo province and the research adopts multiple regression analysis with mediating test to examine the hypotheses. The results are: (a) the relations among the service quality, brand image and brand awareness for revisit intention are mostly significant and positive effect, (b) brand image and awareness will meditate the effects on revisit intention, but (c) physical environment quality of service has negative effect on brand awareness. The study suggests that the expressway service operators ought to build its brand awareness through physical environment service improvement such as adopting more branded stores, private stores environment improvement and other marketing activities. When brand awareness is high, its service quality may also increase consumers’ service quality expectation and decrease service quality uncertainty. As a result, service quality, brand image and brand awareness will increase revisit intention on the expressway service areas.

플래그십 스토어 체험마케팅 구성요소가 소비자 브랜드 인지도에 미치는 영향에 관한 연구 - 중국 내 스포츠 브랜드 매장을 중심으로 -

양정펑,김경숙 한국공간디자인학회 2023 한국공간디자인학회논문집 Vol.18 No.8

(연구 배경 및 목적) 코로나19 팬데믹 종식 이후, 건강 및 운동에 대한 대중들의 관심은 큰 폭으로 증가하였으며, 이에 따라 스포츠 브랜드 시장도 급속도로 성장하게 되었다. 이와 같은 변화 속에서 많은 기업들이 브랜드 홍보의 전략적 목표를 오프라인 플래그십 스토어에 집중하기 시작하였다. 소비자들은 플래그십 스토어를 방문함으로써 브랜드에 대한 깊은 이해를 얻게 되고, 이를 통해 브랜드에 대한 관심을 더욱 높이게 되며, 이는 구매로 이어져 결국, 브랜드에 대한 새로운 시각을 형성하게 된다. 최근 스포츠 브랜드 플래그십 스토어는 체험 마케팅 전략의 활용을 통해 소비자들의 긍정적인 반응을 유도하고 있으며, 체험마케팅은 브랜드 인지도와 경쟁력을 향상시키는 핵심 역할을 수행하고 있다. 따라서 본 연구에서는 실증 분석을 통해 중국 스포츠 브랜드 플래그십 스토어 내의 체험 마케팅 요소와 브랜드 인지도 간의 상관성 및 중요도를 파악한 후, 브랜드 인지도를 향상시키기 위한 스포츠 브랜드 플래그십 스토어의 체험 마케팅 전략 방안을 도출하고자 한다. (연구 방법) 본 연구는 이론적 고찰과 선행연구를 통해 관련 변수를 정리하고 도출하였으며, 이를 바탕으로 연구모델을 구성한 후, 연구모델 및 선행연구를 기반으로 관련 변수 간의 영향 관계에 대한 가설을 설정하였다. 또한, ‘2022년 중국 시장의 스포츠 신발 및 의류 산업 주제 분석 보고서'를 기준으로 시장 점유율 상위 5개 브랜드에 해당하는 Nike, ANTA, Adidas, LiNing, X-tep을 연구 사례로 선정하였다. 연구 방법은 선정한 사례를 중심으로 스포츠 브랜드 플래그십 스토어의 메인 고객인 MZ 세대 소비자를 대상으로 체험 마케팅 요소와 브랜드 인지도에 대한 설문조사를 진행하였으며, 이를 통해 수집된 데이터는 신뢰도 및 타당도 요인분석, 확인적 요인분석 검증을 실시하여 이를 통과한 데이터를 대상으로 구조방식 모델을 적용해 연구 가설을 검증하였다. (결과) 연구분석 결과, ‘감각 체험’ 변수, ‘인지 체험’ 변수, ‘활동 체험’ 변수, ‘관계 체험’ 변수는 브랜드 인지도에 정(+)의 영향을 미치는 것으로 나타났지만 ‘감성체험’ 변수는 브랜드 인지도에 정(+)의 영향을 미치지 않는 것으로 나타났다. 그중에서도 ‘활동 체험’ 변수는 브랜드 인지도에 대한 영향이 상대적으로 더욱 현저하게 나타났다. 따라서 스포츠 브랜드의 체험 마케팅 요소가 브랜드 인지도에 미치는 영향에 관한 가설은 부분적으로 채택되었다. 동시에 표준화된 경로계수의 크기에 따라 영향을 미치는 체험 마케팅 요소의 중요도는 활동 체험 > 인지 체험 > 감각 체험 > 관계 체험 > 감성 체험 순으로 나타났다. (결론) 본 연구는 시장의 빠른 변화에 대응하기 위한 스포츠 브랜드 플래그십 스토어의 체험 마케팅 전략을 수립하고자 한 것으로, 스포츠 브랜드 플래그십 스토어의 체험 마케팅 요소와 브랜드 인지도 간의 관련성을 파악하여, 스포츠 브랜드 플래그십 스토어 매장 내에서 적용 가능한 체험 마케팅 디자인 가이드를 제시하였다. 본 연구 결과는 스포츠 브랜드의 플래그십 스토어가 차별화된 브랜드 이미지를 구축하고 브랜드의 경쟁력을 강화하는 데 유용할 수 있음을 제시한다. 이러한 유의미한 발견은 향후 스포츠 브랜드 플래그십 스토어의 체험 마케팅 디자인 방향에 대한 시사점을 제공할 것으로 기대한다. (Background and Purpose) Since the end of the COVID-19 pandemic, public interest in health and exercise has increased significantly and the sports brand market has grown rapidly. Amid these changes, many companies have begun focusing on the strategic goals of brand promotion in offline flagship stores. Recently, sports brand flagship stores have elicited positive responses from consumers through experiential marketing strategies, which play a key role in improving brand awareness and competitiveness. Therefore, this study aimed to identify the correlation between experiential marketing elements and brand awareness in Chinese sports brand flagship stores through an empirical analysis and then derive experiential marketing strategies for these stores to improve brand awareness. (Methods) Related variables were organized and derived based on theoretical considerations and prior research. Based on this, a research model was constructed and hypotheses about the relationships between related variables were established based on the research model and prior research. In addition, based on the “2022 Chinese market sports shoes and clothing industry theme analysis report,” Nike, ANTA, Adidas, LiNing. The research method involved conducting a survey on experiential marketing elements and brand awareness targeting the MZ generation, who are the main customers of sports brand flagship stores, focusing on selected cases. The collected data were used for reliability, validity, and confirmatory analyses. A factor analysis was conducted, and a structural model was applied to the data that passed the test to verify the research hypotheses. (Results) The “sensory experience,” “cognitive experience,” “activity experience,” and “relationship experience” variables were found to have a positive influence on brand awareness, but the “emotional experience” variable was found to have no positive effect. Among them, the “activity experience” variable had a relatively more pronounced impact on brand awareness. Therefore, the hypothesis regarding the impact of experiential marketing of sports brands on brand awareness was partially accepted. At the same time, the importance ranking of experiential marketing elements that influenced the size of the standardized path coefficient was as follows: activity experience > cognitive experience > sensory experience > relationship experience > emotional experience. (Conclusion) This study developed an experiential marketing strategy for sports brand flagship stores by adapting to market dynamics. It explored the link between experiential marketing and brand awareness in these stores and proposed a guide for experiential marketing design. The findings can enhance brand differentiation and competitiveness and offer insights for future experiential marketing strategies in sports brand flagship stores.

콜라보레이션 캐릭터 디자인 특성이 브랜드 인지도와 소비자의 구매 의도에 미치는 영향 - 식품 브랜드를 중심으로 -

임소희 ( Lim So-hee ),구자준 ( Koo Ja-joon ) 커뮤니케이션디자인학회(구 시각디자인학회) 2019 커뮤니케이션 디자인학연구 Vol.66 No.-

최근 식품업계는 품질이 평준화되면서 브랜드 간 경쟁이 더욱 치열해지고 있다. 이러한 시장 상황 속에서 경쟁우위를 확보하기 위한 다양한 방안들이 모색되고 있는데 그 대표적인 것이 콜라보레이션 캐릭터의 활용이다. 기업이 콜라보레이션 캐릭터를 활용하는 궁극적인 목적은 소비자의 구매 유도이지만, 실제적으로는 그 캐릭터를 자사 브랜드의 제품 또는 서비스와 함께 노출시킴으로써 우선 브랜드의 인지도를 확보하기 위함이다. 따라서 콜라보레이션 캐릭터가 어떤 디자인적 특성을 지니는가 하는 것은 브랜드 인지도를 좌우하는 중요한 요인이다. 한편 브랜드 인지도는 해당 브랜드에 대한 소비자의 구매 의도를 발생시키는 요인으로서 널리 인정받고 있다. 결국 콜라보레이션 캐릭터 디자인 특성-브랜드 인지도-구매 의도 간의 연관관계에 대한 가설적 추정이 가능한 것이다. 이에 본 연구는 식품 브랜드에서 활용되는 콜라보레이션 캐릭터 디자인 특성(친밀감, 독창성)과 구매 의도 간 관계에서 브랜드 인지도의 매개 효과를 검증하고자 하였다. 본 연구는 크게 3단계로 진행되었는데, 먼저 문헌고찰을 통하여 주요 요인들의 개념과 특성들을 확인하였고 사례연구를 통하여 요인 간의 관계에 대한 정성적 분석을 실시한 후 최종적으로 설문조사 데이터를 바탕으로 한 매개 회귀분석을 실시하여 가설을 검증하였다. 분석 결과, 콜라보레이션 캐릭터 디자인 특성의 2가지 요인(친밀감, 독창성)들 모두 브랜드 인지도에 긍정적인 영향을 미치며 독창성은 브랜드 인지도를 중간 매개로 거쳐야만 구매 의도로 연결되어 브랜드 인지도가 독창성과 구매 의도를 완전매개 하는 것으로 나타났다. 또한 친밀감은 직접적으로 구매 의도에 긍정적인 영향을 주기도 하지만 브랜드 인지도를 중간 매개로 영향을 주기도 하여 브랜드 인지도가 친밀감과 구매의도를 부분 매개 하는 것으로 확인되었다. 따라서 향후 식품 브랜드들이 소비자의 구매 의도를 효과적으로 이끌어내기 위해서는 친밀감과 독창성을 지닌 캐릭터와의 콜라보레이션을 적극적으로 추진하고 활용하여 브랜드 인지도를 극대화해야 할 것이다. As the quality differences among products in the food industry level out, the competition between brands is becoming fiercer than ever. In such a market situation, various strategies are being examined in order to secure competitive edges over competitors. One of the representative approaches of such is the sue of collaboration characters. The ultimate purpose for a company to usecollaboration characters is to entice the customers to buy their products. However, in practice, it is designed to enhance the brand awareness by exposing the characters along with the products or services of their brands. Therefore, it is a critical factor on which the brand awareness hinges on is the design characteristics of the collaboration characters. In the meantime, brand awareness is being recognized as a factor that stimulates the purchase intent of the customers for the applicable brand. In the end, it is possible to make a hypothetical estimation on the correlations between the characteristics of collaboration character design-brand awareness-purchase intent. For this, the author of this study intended to verify the mediating effect of brand awareness in the relations between the collaboration character design characteristics used in food brands (friendliness, uniqueness) and purchase intent. The study was divided into three parts. First, a literature review was performed in order to identify theconcepts and characteristics of key factors. Then, with a case study, a qualitative analysis on the relations between factors was carried out. Lastly, a mediation regression analysis was performed using the data gathered through a survey to validate the hypotheses. The result of the analysis showed that the two factors of collaboration character designs, that is, friendliness and uniqueness, all resulted in purchase intend only when they were mediated through brand awareness, indicating that brand awareness fully mediated uniqueness and purchase intent. Also, friendliness affected the intent of purchase directly and positively. But, the influence was also exerted through the mediation by brand awareness, confirming that brand awareness partially mediated friendliness and purchase intent. Therefore, if the food brands are to stimulate purchase intent of the consumers in an effective manner, it would be desirable to engage in and use collaboration with characters actively to maximize brand awareness.

도시 인지도에 따른 도시 브랜드 가치와 도시 브랜드 개성이 도시 매력도 평가에 미치는 영향

최삼섭 한국경영컨설팅학회 2023 경영컨설팅연구 Vol.23 No.1

본 연구는 도시 인지도 수준이 도시 매력도에 미치는 영향을 살펴본 후에 인지도가 낮은 도시의 도시 매력도를 높이기 위한 방법으로 도시 브 랜드 가치와 도시 브랜드 개성이 도움이 될 것인지를 밝히는 것이다. 이를 위해서 총 4개의 가설로 연구모형을 설정하고 검증하였다. 430명을 대상으로 도시 인지도(높음: 부산, 낮음: 시흥)를 독립변수로 설정하였고, 도시 브랜드 가치 지각 정도(높음, 낮음)와 도시 브랜드 개 성 지각 정도(높음, 낮음)를 조절변수로 하는 2×2×2 피험자 간 실험설계를 사용하였다. 종속변수는 도시 매력도가 사용되었다. 자료의 분석방법 은 t-test, ANOVA, 기술통계분석이 사용되었다. 분석결과 도시 인지도가 높은 경우가 낮은 경우보다 도시 매력도는 더 높게 나타났다. 그리고 도시 인지도가 낮은 경우에는 도시 브랜드 가치 의 지각 정도가 높은 경우가 낮은 경우보다 도시 매력도는 더 높게 나타났다. 또한 도시 인지도가 낮은 경우에는 도시 브랜드 개성의 지각 정도 가 높은 경우가 낮은 경우보다 도시 매력도는 더 높게 나타났다. 마지막으로 도시 인지도가 낮은 경우에는 도시 브랜드 가치와 도시 브랜드 개성 의 지각 정도가 모두 높은 경우가 낮은 경우보다 도시 매력도는 더 높게 나타났다. 이는 도시 브랜드 가치와 도시 브랜드 개성의 두 변수는 상호 보완적인 관계이며 함께 적용할 때 도시의 매력도는 더욱 높아진다는 것을 의미한다. 나아가 도시의 인지도가 높은 경우보다 낮은 경우가 도시 브랜드 가치와 도시 브랜드 개성의 상호보완적 효과가 더 크게 나타남을 알 수 있었다. 본 연구에서는 국내에서 인지도가 낮은 많은 지방 소도시의 도시재생과 도시개발 등의 전략 수립에 있어서 도시 브랜드 가치와 도시 브랜드 개성이라는 요인의 역할과 중요성을 제안했다는 점에서 공헌점을 찾을 수 있다. The purpose of this study is to explore the impact of city awareness on city attractiveness evaluation and to investigate the role of city brand value and city brand personality in enhancing city attractiveness evaluation for the city which has low awareness. To achieve this, a total of four hypothesis composed a research model to be tested. This study conducted a 2 x 2 x 2 between-subjects experiment. Brand awareness was the independent variable, the perceived city brand value and the perceived city brand personality were the moderating variables and city attractiveness evaluation was the independent variable. A total of 430 surveys were used for the t-test, ANOVA and descriptive analysis. As a result, city attractiveness evaluation is higher for the city which has high city awareness. For the case of low city attractiveness evaluation, the higher city brand value has the higher city attractiveness evaluation. For the case of low city awareness, the higher city brand personality has the higher city attractiveness evaluation. For the case of low city awareness, the higher city brand value and city brand personalty showed the higher city attractiveness evaluation. The results demonstrate that city brand value and city brand personality are reciprocal and mutually complementary, as well as city attractiveness evaluation increases when both applied together. Moreover, the reciprocal effect of city brand value and city brand personality is more effective for city which has low awareness. This study argues the importance of city brand value and city brand personality in enhancing city brand awareness, and practically contributes for the small local cities to increase city brand awareness in the process of city regeneration and development.