지각된 가치에 기반 한 브랜드 명성에 관한 실증적 연구

박효정,김준석 한국기업경영학회 2015 기업경영연구 Vol.22 No.1

In a study of existing brand reputation and brand reputation is high, low, good, bad, positive, negative, and explains that the absolute level of reputation and brand levels compared with competing brands. Such a level that previous studies have confirmed the presence of brand reputation, brand reputation, theoretically proven that description, the lack of research on the factors that lead to brand reputation, a strategy utilizing the brand reputation and brand reputation management has limitations have. So this study overcomes the limitations of existing research, the, to be able to develop and utilize strategies and manage brand reputation in the development theory, many researchers have commonly perceived value that describes the brand reputation is causing the brand reputation cause as a component of brand reputation that will be explained to the empirical validation. For the formative indicator in the structural equation model, the indicators can be defined in the properties of the latent variables, as the cause of the difference of latent variables which severity indicators that verification is possible. Therefore, this study was to utilize the formative indicator to verify that the indicators for the four perceived value (quality, price, emotional, and social) can be defined by the characteristics of the brand reputation to cause a brand reputation. In order to verify the formative indicators AMOS shall be verified through the formative indicators and reflective indicator in mixed MIMIC model. And the results are verified by the MIMIC model was verified by leveraging Two-Construct models to ensure that you have a theoretical construct validity. Questionnaire for this study was carried out by direct survey approach targeting two weeks, Kyung Hee University undergraduate and graduate students. 198 of 216 survey questionnaires are available utilizing the proportion of women (63.6%) was higher than in men (36.4%). Results are four kinds of perceived value (quality, price, emotional, social) have been identified as factors explaining the nature of the brand configured to cause a renowned brand reputation. Even theoretically correct perceived value factors identified factors that lead to brand reputation through a proven brand trust, brand reputation has been confirmed to have a positive impact on the brand you trust. Important factors for the four perceived value to induce brand reputation ranking of importance (quality, price, emotional, and social) are perceived quality, perceived social, perceived price, perceived feelings were confirmed by the order. Perceived value is a perception that the product level for the price the consumer wants, in previous studies of higher quality, perceived value positively asserted that higher prices higher perceived negatively. Perceived price identified as an important factor in causing the brand reputation is negative (-) by indicating the direction of the case to induce the brand reputation and quality without the high price because the perceived positive perception of social status, build brand reputation is negatively that it can be can be inferred from the findings. This was based on the perceived value of brand reputation is the result of empirical studies is that consumers think the price or brand reputation functionally superior quality than the emotional part, and it was confirmed that there is a greater significance to strengthen the social status. If the symbol of excellent features and social status through the results of this study and of the products that increase the quality products and trusted brands such as car less sensitive to price, on a positive impact on the purchasing process for consumers to take advantage of brand reputation is important as a marketing strategy must have been identified. And brand managers as a result that can contribute to the brand reputation management through the identification and comparison of competing brands on the main causes that ... 기존 브랜드 명성의 연구에서는 브랜드 명성을 높고, 낮고, 좋고, 나쁘고, 긍정적이고, 부정적이라는 절대적 수준이나 경쟁브랜드와 비교하는 수준으로 브랜드 명성을 설명하고 있다. 이런 기존 연구들은 브랜드 명성을 확인하는 것 외에 브랜드 명성을 활용한 전략 수립이나 브랜드 명성 관리를 위해 활용하는 데는 한계점을 가지고 있다. 그래서 본 연구는 지각된 가치 4가지(품질, 가격, 감정, 사회) 측정지표가 브랜드 명성을 야기하는 중요한 구성 요인으로 브랜드 신뢰에도 영향을 미치는 것을 MIMIC 모형과 Two - Construct 모형을 통해 실증적으로 검증하였다. 지각된 가치 4가지(품질, 가격, 감정, 사회) 차원이 브랜드 명성을 유발하는 구성 요인임이 검증되었으며, 브랜드 명성을 유발하는 지각된 가치 4가지(품질, 가격, 감정, 사회) 차원 중 중요도 순위는 지각된 품질, 지각된 사회, 지각된 가격, 지각된 감정 순으로 확인되었다. 본 연구 결과는 선행 연구에서 검증되었던 지각된 품질 뿐 아니라 브랜드 명성을 유발하는 원인으로 지각된 사회도 소비자들에게 중요하게 지각됨이 확인되었으며, 부(-)의 방향이 나온 지각된 가격의 경우 품질과 사회의 긍정적 지각없이 높은 가격만으로는 긍정적 브랜드 명성을 구축 할 수 없음을 유추 해 볼 수 있다. 이 연구 결과는 브랜드 명성을 유발하는 요인으로 검증 된 지각된 가치 4가기(품질, 가격, 감정, 사회)를 통해 브랜드 관리자들은 자신의 브랜드 명성 구축에 영향을 주는 주요 원인에 대한 파악 및 경쟁 브랜드와의 비교가 가능하여 브랜드 명성에 대한 이론 및 실무적 기여가 클 것이라 예상한다.

보상물의 순효과 증대를 위한 보상물 제공시점 및 유형 선정기준에 관한 연구

이승연(Seung Yon Lee) 한국마케팅학회 2010 마케팅연구 Vol.25 No.3

로열티 프로그램에서 제공되고 있는 보상물은 고객확보를 위한 판매촉진 수단으로 점차 각광 받고 있어 기업체의 입장이 반영된 효율적인 보상물 선정에 관한 연구의 필요성이 대두되고 있다. 기존 연구에서 보상물의 효과를 상승시키기 위해 선택해야 할 보상물의 제공시점 및 유형에 대하여 언급하고 있으나, 기업체는 상황에 따라 보상물의 제공시점 및 유형에 대해 가장 효과적이라고 기존 연구에서 주장하는 조합이 아닌 다른 조합을 선택하기도 한다. 이는 기업체의 마케팅목표를 위하여 또는 기업체의 비용구조상의 이유로 특정 제공시점 또는 특정 유형을 선택하고자 하는 경우가 발생하기 때문이다. 이 때 기업이 보유한 브랜드의 명성을 고려하게 되면, 보다 효과적으로 로열티 프로그램을 실행할 수 있음을 제안하고자 한다. 본 연구 결과를 통해, 즉각적 시점의 보상물을 제공해야 할 경우는 자사 브랜드 명성을 고려하여 보상물의 유형을 결정하여야 하고, 지연적 시점의 보상물을 제공해야 할 경우는 브랜드 명성에 상관없이 기업의 비용구조상 유리한 보상물의 유형을 선택해도 무관함을 알 수 있었다. 또한 직접적 유형의 보상물을 제공해야 할 경우는 자사 브랜드 명성을 고려하여 보상물의 제공시점을 결정하여야 하고, 간접적 유형의 보상물을 제공할 경우는 브랜드 명성에 상관없이 기업의 마케팅목표에 유리한 보상물의 제공시점을 선택해도 무관함을 발견 할 수 있었다. 본 연구는 로열티 프로그램으로 제공되는 보상물의 객관적 가치를 밝히는 것 뿐 아니라 기업입장에서 누릴 수 있는 순효과를 고려한 보상물 제공시점 및 유형 선정에 대한 의사결정기준을 제시하였다. 이로써 본 연구는 실무적으로는 기업체의 보다 효율적인 예산 집행에 기여하고 학문적으로는 차별적인 로열티 프로그램의 효과를 발생케 하는 요인을 밝힘으로써 로열티 프로그램 연구의 발전에 기여하리라 기대된다. It is essential to research on the effect of rewards since reward of loyalty program is currently seen as a comparative edge of marketing activities. Companies choose many other varieties of reward combinations for reward types and timing after the previous researches presented and specified certain types and timing of rewards to enhance the effect of rewards. Companies tend to pursue their specifically own type or timing of rewards since they need to meet their internal marketing goal or sometimes try to save expenses. This research suggests how rewards of loyalty programs can be efficiently managed by considering the moderating effect of the brand reputation. This research is to show the criteria for the reward offering and shows the hypotheses of: (1) The main effect of reward timing and type to the reward evaluation, (2) the moderating effect of brand reputations to the main effect, (3) the interaction effect between reward timing and reward type, (4) the moderating effect of brand reputation to the interaction effect. This research adopts the 2x2x2 factorial design of reward types (direct, indirect), reward timing(immediate, delayed), and brand reputation (high, low). Further, dependent variable takes reward evaluation in order to prove the effects of reward. Experimental materials takes the coffee coupon that is the common loyalty program in the coffee retailers with high frequency of customers` visit. 8 stimulant coupons based on the reward type, timing, and brand reputation were created. 8 scenarios of reward type (direct, indirect), timing (immediate, delayed), and brand reputation (high, low) were responded by approximately 40 participants per each scenario. There were some outliers of respondents, exchange students, that were left out. Thus total 342 respondents were analyzed in this outcome. The outcomes of hypothesis testing and the implication of this research were summarized here. The main effect of reward timing and types to the customers` evaluation was observed in line with that of Rothschild and Gaidis(1981). As reward timing is more delayed and type is more indirect, customers` evaluation of reward decreases. The implications from the result of the moderating effect of brand reputation to the main effect was experimented is that if brand reputation is high enough, immediate or delayed timing of reward does not have differences. However, if the brand reputation is low delayed reward timing should be avoided. Hence, if a company needs to offer rewards in delayed timing it should want to promote for the products with higher brand reputation. On the other hand, if the brand reputation is high enough direct or indirect type of rewards does not have differences as we observed on the timing decision. However if the brand reputation is low, companies might avoid the indirect type of reward. Thus, if there is some obtainable indirect type of rewards at a low cost the company should focus this reward type on the highly reputed brands in order to increase the net effect of rewards. The implications of the interaction effect that affect the customers` rewards evaluation between reward timing and reward type are that if companies are required to offer the rewards in delayed timing, they may take the rewards at the lowest cost regardless of direct or indirect type, and if companies are required to offer rewards immediately, direct reward type will be more beneficial (on condition that direct and indirect type has no cost differences) Also if companies are in a good position to obtain indirect type of rewards at a lower cost, immediate timing or delayed timing decision should be depending upon the company`s strategic goal of marketing, and if companies can obtain direct type of rewards at a lower cost, immediate timing of rewards will be more effective. This research reached the main conclusion by observing the brand reputation`s moderating effect on the interaction effects. In terms of reward timing, when a company wants

기업의 브랜드자산에 따른 CSR활동이 기업평판에 미치는 영향

윤기창 사단법인 한국벤처혁신학회 2018 벤처혁신연구 Vol.1 No.2

본 연구는 현재는 기업들은 브랜드자산과 기업평판을 구축에 기업의 전사적 역량을 투입하고 있다. 브랜드가치가 높다는 것은 소비자의 선택이 그만큼 많다는 것을 의미한다. 브랜드가치와 기업평판을 상승시키는 방법에는 여러 가지 전략이 있으나 본 연구에서는 CSR활동을 통해서 브랜드자산과 기업평판을 높이는 연구를 진행하게 되었다. 기업의 브랜드자산에 따른 CSR활동이 기업평판에 미치는 영향의 연구에 대한 요약은 다음과 같다. 첫째. 브랜드자산은 기업평판에 정(+)의 영향을 줄 것이다. 라는 가설은 브랜드인지도, 브랜드충성도, 지각된 품질에는 유의한 영향을 미쳤으나 브랜드이미지에는 유의한 영향을 미치지 않았다. 둘째. 브랜드자산은 윤리적책임에 정(+)의 영향을 줄 것이다. 라는 가설은 브랜드인지도, 브랜드충성도, 지각된 품질에는 유의한 영향을 미쳤으나 브랜드이미지에는 유의한 영향을 미치지 않았다. 셋째, 브랜드자산은 자선적책임에 정(+)의 영향을 줄 것이다. 라는 가설은 브랜드인지도, 브랜드충성도, 지각된 품질에는 유의한 영향을 미쳤으나 브랜드이미지에는 유의한 영향을 미치지 않았다. 넷째, CSR활동은 기업평판에 정(+)의 영향을 줄 것이다. 라는 가설은 윤리적, 자선적 모두 유의한 영향을 미치는 것으로 조사가 되었다. 다섯째. 윤리적책임은 브랜드자산과 기업평판간의 매개효과의 검정은 효과가 없는 것으로 조사가 되었다. 여섯째. 자선적책임은 브랜드자산과 기업평판간의 매개효과의 검정은 부분매개로 조사가 되었다. 이 결과를 종합해보면 기업은 평판을 구축하기 전에 브랜드인지도가 우선적으로 구축이 선행이 되어야 하며, 그 이유는 고객들에게 기업, 제품, 서비스가 인지가 되어야 브랜드자산의 다른 요소들도 평가를 할 수 있기 때문이며, 지속적인 CSR활동을 진정성을 가지고 진행해야 한다. 마지막으로 소비자들은 과거와 다르게 저 차원의 경제적책임, 법적책임보다 고 차원의 CSR활동인 자선적책임을 원하고 있으므로 기업과 실무자들은 브랜드자산, 기업평판 구축에 CSR활동을 전략적이며, 장기적인 관점에서 실행이 요구되며, 최고경영자의 지속적인 관심과 예산을 충분히 확보하여 진행한다면 그 효과가 발생할 것이다 In this case, research has been conducted to verify that the purpose of establishing a reputation for establishing a reputation for identifying brand equity is research and investigation in the context of establishing a reputation for establishing a reputation, and conducting research on CSR activities that are essential to the essential activities of companies. The survey conducted a survey on behalf of the National Center for Adult Women and Girls and Girls ' Generation, using the final round of Section 305 to develop a series of findings, including the analysis of the feasibility analysis, feasibility analysis, reliability, correlation analysis, and factors analysis. A summary of the effects of research on corporate reputation on corporate reputation according to corporate CSR activities is as follows. 1st. Brand equity will have a positive effect on the Company's reputation. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 2st. Brand equity will have a positive effect on ethical responsibility. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 3st, the brand equity will have a positive effect on the benefit of the benevolent. The hypothesis had a significant impact on brand recognition, brand loyalty, and perceived quality, but did not have significant impact on the brand image. 4st, The theory that the influence of positive(+) will affect the company's reputation has a significant impact on both ethical and philanthropic factors. 5st. The ethical responsibility was found to have no effect on the usefulness of the brand between brand assets and corporate reputation. 6st. The philanthropic responsibility was partly attributable to the fact that there was a substitution between brand equity and corporate reputation. In sum, the company needs to prioritize its brand recognition before establishing its reputation, and the reason why it should be implemented is that the other elements of the brand equity should be evaluated with the presence of other elements of the brand equity, thereby ensuring continued compliance with continuous CSR activities. As a result, consumers expect to see the performance-based role of the company as a strategic and long-term perspective, as consumers want to see the CSR activity and the corporate reputation in a long-term manner, as opposed to the financial responsibility and legal responsibilities of the past, as opposed to the past.

WILL YOU STILL LOVE ME REGARDLESS OF MY REPUTATION? A STUDY ON THE INFLUENCE OF CORPORATE REPUTATION ON CUSTOMER BRAND PERCEPTION AND PURCHASE DECISION

Caroline Tan 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This research was conducted in order to examine the influence of corporate reputation in terms of as an employer towards both brand reputation and customer purchase decisions represented by brand perception, purchase frequency and category of items purchased. In this study, customers’ perception of the brand was also explored to identify the core blocks that form customers’ perception of the brand. The results indicate that corporate reputation did not have a strong influence on brand reputation, as customers viewed them as separate entities. Customers tended to form their brand perception based on the product features as opposed to the corporate reputation. In terms of purchase decision, the results showed that they were made and driven based on the customers’ brand perception with category of items purchased reflecting aspects of the brand perception. The study demonstrates that customers’ awareness of the corporate reputation does not affect purchase behavior, while brand perception is hardly impacted by the awareness of corporate reputation based on a survey focusing on a renowned domestic fashion-clothing retailer conducted among Japanese shoppers. Reputation is formed from a synthesis of the perception, opinions and attitudes of an organization’s stakeholders including employees, customers and community (Post and Griffin, 1997). It basically is a perceptual representation of a company’s past actions and future prospects that describe the firm’s appeal to all of its key constituents (Fombrun, 1966). Corporate reputations and brands are important assets in enabling organizations to exploit opportunities and mitigate threats (Argenti and Druckenmiller, 2004). A favourable reputation correlates with superior overall returns (Robert and Dowling, 1997; Vergin and Qoronfleh, 1998) as it encourages investments from shareholders, attracts good staff and retains customers (Markham, 1972). While corporate reputation is a stakeholder’s perception and evaluation of the organization over an extended period of time, corporate brands involve the organization’s efforts and initiatives in the form of corporate expression. Literature states that corporate brand comprises of two aspects: first corporate expression, which covers all mechanisms employed by the organization to express its identity and second, stakeholder images that are formed from interaction and experience with the brand (Abratt and Kleyn, 2011). Consumers judge brands based on trust that is developed from the way consumers view brand reputation, brand competence and brand constituent (Lau and Lee, 1999). The intricate relationship between reputation and brands leads to the heart of the study whether both are positively correlated, where the more positive the reputation, the stronger the brand is. In the fashion industry, labels play an important role hence among other aspects this study covers an interesting point where it looks at a fashion brand that has a fairly bad reputation and examines the extent of which the reputation is able to influence the brand perception as well as the customers’ purchase decisions.

WHATIF THE FACE OF THE FIRM IS A NARCISSIST CEO? CORPORATE REPUTATION AND FIRM PERFORMANCE

Adıgüzel, Feray,Turner Karynne,Sithu, Jatinder 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction The attributes of the Chief Executive Officer (CEO) have a significant influence on the actions of the organization and, ultimately, firm performance (Chatterjee & Hambrick, 2007; Kashmiri, Nicol, & Arora, 2017). Recently, there has been growing interest in one particular CEO attribute, i.e., narcissism and how this individual characteristic affects actions taken by the firm and the outcomes achieved. Narcissistic CEOs have been described as “having an inflated self-concept that is enacted through a desire for recognition and a high degree of self-reference when interacting with others (Resick, Whitman, Weingarden, & Hiller, 2009: pg. 1367).” Prior research has found that CEOs with a more narcissistic personality make riskier decisions by changing the company’s strategy more often (Chatterjee & Hambrick, 2007), making acquisitions more frequently and of larger targets (Chatterjee & Hambrick, 2007), adopting discontinuous technologies (Gerstner, König, Enders, & Hambrick, 2013), and expanding international business activities (Oesterle, Elosge, & Elosge, 2016). The results of previous studies show that by pursuing decisions with greater risk and involving the firm in wide-ranging efforts, the actions of narcissistic CEOs lead to fluctuating firm performance (Chatterjee & Hambrick, 2007) and diminishes the positive effect of various firm activities. While these prior studies have provided valuable insight, the strong emphasis on the organizational actions taken as a consequence of the narcissistic CEO has not added to our understanding of the relationship between CEOs who seek personal affirmation, admiration, and attention and important intervening variables for firm performance such as corporate brand reputation. Corporate brand reputation signals the status of an organization and influences the actions of capital markets, investors, consumers, and applicants in the job market (Fombrun & Shanley, 1990). Managers actively work to construct favourable corporate brand reputations through the actions the firm takes and the information selectively released to the media and public. Yet, the literature suggests that narcissistic CEOs spend time focusing on how to enhance their own image rather than on achieving organizational goals (Resick et al., 2009). In this regard, the attention-seeking CEO likely becomes a focal point for the corporate brand. However, no research to date has examined the relationship between the narcissistic CEO’s personality and the effects of corporate brand reputation. This study fills the gap in the literature by investigating how CEO narcissism influences the effectiveness of corporate brand reputation on firm performance. Theoretical development The literature on corporate brands noted that corporate brand reputation is a critical intangible asset that affects firm performance (Roberts & Dowling, 2002). Stakeholders use corporate brand reputation as a means to compare and contrast competitors Researchers have noted various advantages for highly reputable firms: customers are willing to pay more for offerings (Roberts & Dowling, 2002) and accept new product innovations (Dowling, 2002); managers accept lower remuneration (Tavassoli, Sorescu, & Chandy, 2014) and receive higher payoff for investments (Benjamin & Podolny, 1999). These types of advantages allow for greater performance. Thus, consistent with prior literature, we argue the following: Hypothesis 1: Corporate brand reputation has a positive effect on future firm performance. Research has shown that CEO narcissism diminishes the effect of the firm’s positive actions. Petrenko, Aime, Ridge, and Hill (2016) argue that narcissistic CEOs pursue Corporate Social Responsibility efforts (CSR) as a means to enhance their own image. Yet, the authors found that the narcissistic CEOs actually reduce the positive affect of CSR initiatives. Likewise, Engelen, Neumann, and Schmidt (2016) examined the effect CEO narcissism had on the relationship between entrepreneurial orientation and performance finding that CEO narcissism lessens the positive effect of entrepreneurial orientation. These results are due to the narcissistic CEOs perpetual need for attention and self-affirmation which leads to unconcentrated work initiatives and a lack of attention to the needs of employees. When subordinates’ needs are ignored they develop a sense of powerlessness, incompetence and a lack of desire to present their own ideas. This environment diminishes entrepreneurial engagement (Engelen et al., 2016; Wales, Patel, & Lumpkin, 2013). In line with this view, we believe the attention-seeking narcissistic CEO competes with the development of the corporate brand and will dampen the positive effect of highly reputable brands on firm performance. Thus, we argue the following: Hypothesis 2: CEO narcissism diminishes the positive effect of corporate brand reputation on firm performance. Method We compiled a unique unbalanced panel composed of data from COMPUSTAT, ExecuComp, and Fortune Most Admired Companies listing. Our sample includes 993 firm-year observations consists of 237 CEOs from 144 U.S companies on eight-year period, 2009-2016. Data on CEOs were collected from the ExecuComp databases. Financial performance data were from COMPUSTAT. Firm reputation was obtained from firm’s published score in the Fortune “Most Admired Companies” survey in a given year. The fortune rating is obtained through surveys from executives and directors, and has been widely used in previous research (Love, Lim, & Bednar 2017). Our independent and control variables are measured in the year prior to the one in which the survey ratings are published. CEO narcissism is invariant meaning narcissism is a relatively stable disposition similar to Chatterjee and Hambrick’s (2011) and obtained by averaging data from the second and third years of each CEO’s tenure (t + 1 and t + 2). First year of the CEO’s tenure was not considered because of frequently mentioned anomalies reported at first year. CEO narcissism was measured with the same way as Chatterjee and Hambrick’s (2011). Thus, it combines indicators for (1) the prominence of the CEO’s photograph in the company’s annual report; (2) the CEO’s prominence in the company’s press releases; (3) the CEO’s use of first-person singular pronouns in interviews; (4) the CEO’s cash relative pay where cash compensation divided by that of the second-highest paid executive in the firm; and (5) the CEO’s non-cash relative pay where non-cash compensation divided by that of the second-highest-paid executive in the firm. Dependent variables were measures annually and consider available data after the second-year tenure of CEO (n > 2), yielding a 380 firm-years, 61 CEOs for testing our hypothesis. Firm performance was measured with Tobin’s Q (TQ), calculated by dividing the firm’s market value by firm’s asset replacement costs. We have the CEO, the firm, and the industry level control variables. CEO level control variables are CEO age, CEO tenure, CEO gender, CEO stock ownership as the percentage of company stock owned by the CEO, whether the CEO was also board chairman (duality). Firm-level control variables are firm’s the prior year performance, firm size (natural logarithm of revenues t+n–1), firm age, for each dependent variable, to consider strategy or performance tendencies, we included performance value for the firm in the year prior to the start of the CEO’s tenure (t – 1). Industry control variables are dummies for the industry sector (manufacturing, regulated and services industries), the industry average (for all firms in the sample, always excluding the focal firm) in each year (t + n), for each dependent variable to be able to control for industry tendencies. To control for endogeneity i.e. narcissistic CEOs are drawn to certain situations and/or that some conditions, we followed exactly the same procedure of Chatterjee and Hambrick’s (2011). Thus, we regressed CEO narcissism on firm revenues, age, ROA, and calendar year for the year prior to the CEO’s start, ROA change between first and second years of CEO tenure, measures in t+1, namely power (CEO/chair duality and CEO ownership), CEO age, industry dummies. Using the regression coefficients of the significant variables, we calculated each CEO’s predicted narcissism score and included that value as an endogeneity control in our analyses. We used generalized estimating equations (GEE) (Liang & Zeger, 1986), which derive maximum likelihood estimates and accommodate non-independent observations. Due to multiple observations for almost all firms, there is non-independency in our model. We specified a Gaussian (normal) distribution with an identity link function. The covariance structure of the repeated measurement was autoregressive of order one (AR(1)). We used robust variance estimators in our estimations. We used the xtgee routine in Stata 14.2. Results and conclusions The results provide considerable support for hypotheses 1 and 2. Hypothesis 1 predicted that corporate reputation has a positive effect on firm performance (b = .02, p < .01). CEO narcissism is a moderating effect between corporate brand reputation and firm performance. Specifically, CEO narcissism diminishes the positive effect of corporate reputation on firm performance (b = -.04, p < .05). Besides, CEO narcissism have a negative main effect on firm performance (b = -.14, p < .05). Corporate reputation is an intangible asset for firms and positively associated with firm performance according to our results. Little is known so far about the CEO and corporate brand relationship and the role of CEO brands in creating value for the company (Bendisch, Larsen, & Trueman, 2013). We investigated how CEO narcissism influence the relationship between firm’s reputations and firm performance which have not been investigated so far. Since CEOs are the face of the company and it contributes to corporate brand value, narcissistic CEOs might diminish the effect of corporate brand reputation on firm performance with their actions and messages. We find support for our ideas. As a future research, we suggest investigating this issue for different industry sectors and different firm performance measures. Besides, the process of what type of actions of CEOs might diminish brand value should be investigated further. When narcissistic CEOs reduce corporate brand reputation, another potential topic worth to investigate further.

장수 브랜드의 명성이 고객 충성도에 미치는 영향

김흥기 ( Kim Hung-ki ),금진우 ( Keum Jin-woo ) 커뮤니케이션디자인학회(구 시각디자인학회) 2021 커뮤니케이션 디자인학연구 Vol.75 No.-

오랫동안 시장 경쟁에서 살아남는 기업은 강한 이미지를 가진 브랜드를 개발하여 소비자로부터 장수 브랜드로 충성도를 만들어 낸 기업이다. 다른 기업이 따라 올 수 없는 브랜드를 기반으로 하여 경쟁에서 지속적인 우위를 이룬 기업은 고객의 마음 속에 브랜드와 관련하여 우호적이고 강력한 명성을 구축하였다. 최근 소비자의 충성도를 결정하는 과정에 영향을 미치는 독립 변수로서 브랜드 명성에 관한 연구가 이루어지고 있다. 브랜드 명성이 고객의 브랜드 충성도에 미치는 효과를 분석한 기존 연구를 바탕으로, 본 연구는 장수 브랜드로서 브랜드 명성이 고객의 충성도에 미치는 효과를 살피고자 한다. 대중들이 권위가 있고 신뢰성 있는 메시지를 스스로 받아들이듯이, 제품의 기능에서 차이가 나지 않는다면 높은 명성을 구축한 장수 브랜드에 대해 상대적으로 더 강한 일체감을 형성할 가능성이 높다. 본 연구는 장수 브랜드로서 브랜드 명성이 고객 충성도에 미치는 상대적 효과를 살펴보는데 그 목적이 있다. 연구 결과는 다음과 같다. 첫째, 장수 브랜드의 명성 요소 중에서 속성과 태도는 고객의 태도적 충성도와 행동적 충성도에 긍정적인 영향을 미쳤다. 그러나 혜택은 태도적 충성도에는 영향을 미치지 않으나 행동적 충성도에 영향을 미치는 것으로 나타났다. 둘째, 고객의 충성도 내에서도 태도적 충성도는 행동적 충성도에 긍정적인 영향을 미치는 것으로 나타났다. To survive in the severe market competition, company needs to have brand with strong image and high brand loyalty as a longevity brand. To have sustainable competitive advantage, brand has build the favorable and strong in the minds of customers. Recently, some studies have been accumulated for relationship among brand reputation and customer loyalty. To expand the past studies for the effects of brand reputation and customer loyalty, this study investigates the effect of brand reputation as a longevity brand on the customer loyalty. Brand with higher reputation as a longevity brand may result in stronger brand - self identification compared to brand with lower reputation if there is no different in quality consumers interpreted the brand reputation as being prestigious and reliable. The purpose of this study is to examine the relative effect of brand reputation as a longevity brand on the customer loyalty. The results of this study can be summed up as follows. First, it was found that among various factors related to the brand reputation as a longevity brand, the ‘quality’ and ‘attitudinal’ had a positive (+) effect on all of such factors as the condition of same brand, the ‘attitudinal loyalty’ and the ‘behavioral loyalty’. On the other hand, it was found that while the ‘beneficial’ has a positive (+) effect on the behavioral loyalty, it did not influence the condition of the same brand and attitudinal loyalty. Second, the attitudinal loyalty had a positive (+) effect on the behavioral loyalty.

기업평판에 영향을 미치는 브랜드 자산과 기업의사회적 책임활동에 관한 연구

김문준,김노사 공주대학교 KNU 기업경영연구소 2018 기업경영리뷰 Vol.9 No.1

Recently companies are concentrating intensively on building up the brand value and company reputation for continuing growth and advancement in the ever-changing global business management environment. The higher brand value means the higher chances for the consumers selecting the company’s products over the competitors’. For the purpose, companies carry out various management strategies in order to boost up the brand value and company reputation. This research was to study the corelation between the brand value and the Corporate Social Responsibility(CSR) activities in building up the company reputation. As the sample basis, on-line and off-line survey was conducted with male and female adults across the country, and 277 samples were finally selected, and frequency analysis, plausibility, reliability, and correlation analysis were conducted utilizing SPSS 21.0 statistical package, to derive a few meaningful results. Firstly, as for the hypothesis 1 that brand value would influence positively (+) on company reputation, there were meaningful influences on brand recognition level and customer royalty, but not on brand image. Secondly, as for the hypothesis 2 that brand value would influence positively (+) on CSR activities’ moral responsibility, there were meaningful influences on brand recognition and customer royalty, but not on brand image. Thirdly, as for the hypothesis 3 that the moral responsibility for CSR activities would influence positively (+) on company reputation, it showed meaningful influences. Fourthly, as for the hypothesis 4 that the moral responsibility for CSR activities would bring about interrelated effects between brand value and company reputation, it was partially proved. The study shows collectively that companies should reinforce company reputation by building up differentiating brand image. Finally, as Corporate Social Responsibility(CSR) activities is demanded even further than the past, companies and the responsible managers should push the efforts, lining up the attention and supports of the CEO, on building up brand value and company reputation, and associated Corporate Social Responsibility(CSR) activities, with mid- and long-term point of views, so as to bring about the results. 최근 기업들은 글로벌 기업경영 환경변화 속에 지속적 성장과 발전을 위해 브랜드 자산과 기업평판 구축에 기업의 전사적 역량을 집중투입하고 있다. 기업의 브랜드 자산이 높다는 것은 경쟁사 대비 자사 제품에 대한 소비자의 선택이 그 만큼 높다는 것을 의미한다. 이를 위해 많은 기업들은 브랜드 자산와 기업평판을 상승시키기 위하여여러 가지 경영전략을 실행하고 있다. 본 연구는 기업평판을 구축함에 있어서 브랜드 자산과 기업의 필수 활동인기업의 사회적 책임활동인 윤리적 책임과 어떠한 상관관계가 있는지 연구하고자 하였다. 표본은 온, 오프라인의전국 성인을 대상으로 진행하여 최종 227부를 활용. SPSS 21.0 통계패키지를 이용하여 빈도분석, 타당도, 신뢰도, 상관분석, 요인분석을 진행하여 몇 가지 유의미한 결과를 도출하게 되었다. 첫째. 브랜드 자산은 기업평판에 정(+)의 영향을 줄 것이라는 가설1을 검증한 결과, 브랜드 자산의 브랜드 인지도, 브랜드 충성도에는 유의한 영향을미쳤으나, 브랜드 이미지에는 유의한 영향을 미치지 않았다. 둘째. 브랜드 자산은 기어의 사회적 책임활동인 윤리적 책임에 정(+)의 영향을 줄 것이라는 가설2을 결과, 브랜드 자산의 브랜드 인지도, 브랜드 충성도에는 유의한 영향을 미쳤으나, 브랜드 이미지에는 유의한 영향을 미치지 않았다. 셋째, 기업의 사회적 책임활동인 윤리적 책임이기업평판에 정(+)의 영향을 미칠 것이라는 가설3은 유의한 영향을 미치는 것으로 나타내었다. 넷째. 기업의 사회적 책임활동인 윤리적 책임은 브랜드 자산과 기업평판 간의 매개효과가 있을 것이라는 가설 4는 부분매개로 분석되었다. 연구결과를 종합하면, 기업은 자사의 차별적 브랜드 인지도를 구축하여 기업평판을 강화하여야 한다. 마지막으로 과거와 다르게 보다 높은 차원의 기업의 사회적 책임활동인 윤리적 책임을 원하고 있으므로 기업과 실무자들은 브랜드자산, 기업평판 구축에 기업의 사회적 책임활동인 윤리적 책임을 전략적이며, 중·장기적인 관점에서 최고경영자의 관심과 적극적인 지원 지속적으로 실행되어야 그 성과가 나타낼 것이다.

모두 다 윤리적이라고 말할 때, 무엇이 중요한가: CSR 캠페인 유형과 브랜드 명성이 친환경 제품 구매의도에 미치는 영향

차문경,이청림 한국마케팅학회 2020 마케팅연구 Vol.35 No.3

본 연구는 ‘친환경’ 슬로건을 전면에 내세운 기업들이 많아지면서, 그러한 방식의 윤리성 단일차원 마케팅으로는 소비자의 선택을 받기 어려운 시장상황을 논의의 출발점으로 삼았다. 이에 따라, 친환경 제품 시장에서 브랜드 명성(high vs. low)과 캠페인의 유형(품질형 vs. 기부형)이 소비자의 구매의도에 미치는 영향을 실증하고자 하 였으며, 브랜드 지각에 있어서 상보적 신념을 이론적 기반으로 삼았다. 이를 위해 친환경 세탁세제를 대상으로 두 개의 연구가 수행되었으며, 주요 결과는 다음과 같다. 첫째, 친환경 제품의 ‘브랜드명성-구매의도’의 관계는 지각된 윤리적 유능함과 윤리적 따뜻함을 통해 매개되었다. 즉, 모든 브 랜드가 윤리적임을 표방하는 시장에서는 소비자들이 브랜드 명성에 의해 지각하는 윤리적 유능함과 윤리적 따뜻 함에대한상보적신념을통해각기다른심리적기제로브랜드선택이발생할수있다는해석이가능하다. 둘째, 브랜드명성-구매의도의 관계는 캠페인의 유형에 따라 상이하게 나타났다. 품질형 캠페인 조건에서는 브랜드명성 -구매의도의 관계가 유의하게 나타났으며, 기부형 조건에서는 예상과는 달리 브랜드 명성이 구매의도를 예측하 지 않았다. 셋째, 품질형 캠페인으로 친환경 제품을 접한 소비자들은 제품의 기능적 측면이 환경에 어느 정도 기 여할 것인지를 중심으로 브랜드를 선택하였다. 반면, 기부형 캠페인에서는 윤리적 유능함과 윤리적 따뜻함 모두 구매의도에 대해 기능하지만, 브랜드 명성이 구매의도에 영향을 미치지 않았다. 이는 소비자들이 브랜드가 지닌 유능성에 관여하지 않음으로써 지각된 윤리적 따뜻함의 영향으로 구매에 영향을 받은 것이라 해석할 수 있다. 넷 째, 소비자개인의특성이라할수있는친환경소비에대한효과성지각이구매의도에미치는영향은캠페인의 유형에 따라 다르게 나타났다. 품질형 캠페인 조건에서는 명성이 높은 브랜드는 소비자 개인의 효과성 지각 수준 과 무관하게 높은 구매의도가 나타나지만, 브랜드 명성이 낮은 제품의 경우에는 소비자의 효과성 지각이 높을 때 구매의도가 높게 나타남을 알 수 있었다. 그러나 기부형 캠페인 조건에서는 소비자의 효과성 지각이 구매의도를 예측하지 않았다. 다섯째, 본 연구가 변수들 간의 상호작용을 통해 구매의도에 미치는 영향들을 살펴보았지만, 모든 결과들을 종합해 보면 결국 지각된 윤리적 유능함이 소비자의 평가를 가르는 주요한 변수임을 추론할 수 있 다. 이는 소비자들은 대체로 제품 및 서비스제공자의 윤리적 유능함을 선택의 최우선 기준으로 삼는다는 최신 연 구의 결과들에 부합하는 결과이기도 하다. As the number of companies with the “green” slogan on the front increased, it is becoming difficult for firms to receive consumer choices with a single attribute of ethics. Nevertheless, most existing studies on eco-friendly product have focused on consumer reactions depending on the presence or absence of green attributes. In the present research, the authors aim to understand when and how eco-friendly brands effectively gain a competitive edge in the market. Building on conceptual perspectives from stereotype, ethical competence and ethical warmth, this study examines brand reputation(low vs. high) and campaign type(product quality-based vs. donation-based) jointly affect purchase intention. For this purpose, two experiments were conducted. Main results are as follows. First, the relationship between brand reputation and purchase intention of eco-friendly products is mediated by ethical competence and warmth. Second, brand reputation-purchase intention relation depends on campaign type. In the product quality-based campaign, the relationship between brand reputation and purchase intention was significant, whereas brand reputation did not predict purchase intention in the donation-based campaign. Third, perceived ethical competence mediates the brand reputation-purchase intention in product quality-based campaign. In the donation- based campaign condition, both ethical competence and warmth predict purchase intention, but brand reputation does not affect purchase intention. We can conclude that consumers’ choice is influenced by perceived warmth by less regarding the competence of ethical brands. Fourth, results in study 2 indicate that the effect of perceived consumer effectiveness(PCE) on eco-consumption varies by campaign type. In the product quality-based campaign, a brand with higher reputation is preferred regardless of consumers’ PCE level, while low reputation brand was chosen by people who have higher PCE. However, in the donation-based condition, consumers’ PCE did not predict purchase intention. Finally, although the current paper examines several influencing factors on purchase intention, an ethical brand with high competence do not lose their edge in all areas when putting all the results together. This also confirms that consumers generally take the competence of products or service providers as the top priority of choice in the ethical product market. Limitations and further research are also discussed.

The Effects of Website and Brand Reputations on Consumer Responses in Pure-play Online Retailing

유정민 한국브랜드디자인학회 2017 브랜드디자인학연구 Vol.15 No.3

오늘날 많은 유통업체들이 멀티채널 리테일링의 형태를 채택하고 있다. 온라인 중심의 유통업체의 수는 빠르게 증가하고 있으나, 정작 오프라인 매장의 부재로 소비자에게 신뢰를 제공하는데 어려움을 겪고 있고, 특히 신생 온라인 중심 유통업체의 경우 소비자의 신뢰를 높일 수 있는 요소가 부족한 실정이다. 따라서 본 연구는 온라인 중심유통업체를 대상으로 웹사이트의 명성과 브랜드 명성이 소비자들의 신뢰도와 구매의도에 미치는 영향에 대한 실증적 연구에 그 목적이 있다. 본 연구의 설계는 웹사이트 명성 (높음 vs. 낮음)과 브랜드 명성 (잘 알려짐 vs. 잘 알려지지 않음) 요인설계였으며, 총 142명의 대학생이 온라인 실험에 참여하였다. 분석 방법으로는 SPSS를 이용하였으며, MANOVA와 회귀분석을 이용하였다. 웹사이트의 명성은 소비자의 지각된 품질에 영향을 미치는 가장 중요한 요소였다. 웹사이트 명성이 높지 않은 경우 소비자들은 잘 알려진 브랜드에 더 호의적인 반응을 나타내는 것으로 나타났지만 웹사이트 명성이 높은 경우 브랜드 명성은 유의미한 영향을 끼치지 않는 것으로 나타났다. 또한 지각된 품질은 온라인 신뢰와 구매의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 신호이론에 대한 온라인 중심의 업체들의 브랜드 디자인을 위한 실증적 증거를 제시하였고 보다 효과적인 마케팅 전략을 세우는데 용이한 실무적 시사점을 제시하고 있다. Multi-channel retailing has been a common retail format for many retailers, but the number of pure-play (Internet only) online retailers is growing rapidly. However, pure-play online retailers face challenges in terms of building trust due to the absence of physical stores and lack of reputation with online shoppers. The purpose of this study is to examine how consumers perceive quality from the website and brand reputations for pure-play online retailers. This study also examines the effects of perceived quality on online trust and purchase intent. The design of the study is two factors [website reputation (high vs. low); brand reputation (well-known vs. unknown)] between-subjects design. A sample of 142 college students participated in this online experiment. Hypotheses were tested using MANOVA and regression analyses. Website reputation was found to be most important in influencing consumers’ perceived quality. The results also reveal that website reputation and brand reputation interact to affect consumers’ perceived quality. For the low reputation website, consumer perceptions of the quality were higher when a well-known brand was presented, but for the high reputation website, consumer quality perceptions are high regardless of the brand reputation. Overall, the findings provide empirical support for the signaling theory and contribute useful knowledge for pure-play online retailers.

Brand Anthropomorphism, Brand Reputation, and Consumer Engagement in the Distribution of Smartphone Brands

Ngoc Dan Thanh NGUYEN(Ngoc Dan Thanh NGUYEN ),Trong Phuc NGO(Trong Phuc NGO ),Ngoc Van MAI(Ngoc Van MAI ),Kim Ngan TRA(Kim Ngan TRA ),Tran Huy Hoang LE(Tran Huy Hoang LE ) 한국유통과학회 2023 유통과학연구 Vol.21 No.4

Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers’ minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.