주된 브랜드의 시장지위에 따른 성분형 브랜드 제휴가 소비자 태도 변화에 미치는 영향

주태욱(Tae Wook Ju),김세연(Se Yeon Kim) 한국마케팅학회 2008 마케팅연구 Vol.23 No.2

본 연구에서는 주된 브랜드의 시장지위에 따른 성분형 브랜드 제휴가 소비자 태도 변화에 미치는 영향에 대해서 알아보았다. 동시에 이러한 주된 브랜드의 시장지위에 따른 효과 차이에 조절적 영향을 주는 요인으로, 성분형 브랜드의 성격(실용적/쾌락적), 성분형 브랜드의 결합 방법(타사 성분형 브랜드와 결합하는 방법/자사 성분형 브랜드와 결합하는 방법)이라는 변수에 대해서 살펴보았다. 실험결과, 성분형 브랜드 제휴 시, 주된 브랜드의 시장지위가 높을 때 보다 낮을 때 소비자의 태도가 더 호의적으로 변화하였다. 또한 이러한 주된 브랜드의 시장지위에 따른 효과는 성분형 브랜드의 성격이 쾌락적일 때 보다 실용적일 때, 또한 성분형 브랜드의 결합방법이 자사 성분형 브랜드와 결합하는 방법일 때 보다 타사 성분형 브랜드와 결합하는 방법일 때 더욱 두드러지게 나타났다. 따라서 본 연구는 성분형 브랜드 제휴에 대한 보다 폭 넓은 관점을 제공해 주었다. 마지막으로, 본 연구결과의 이론적 및 실무적 시사점, 그리고 본 연구의 한계점 및 향후 연구방향에 대해서 논의하였다. Ingredient branding is a special strategy of co-branding, as it is called a brand bundling or a brand alliance. That is to say, co-branding is a strategy that joins equally two or more real brands and deals in one brand(e.g. LG-IBM). However, ingredient branding is a strategy that joins a brand to a ingredient of another brand. In this situation, the brand, a ingredient of another brand, is called a ingredient brand and the brand joined the ingredient brand is called a host brand(Desai and Keller 2002; Keller 2003). Therefore, in a ingredient branding, the ingredient brand is a critical element which affects consumer`s decision-making(Norris 1992; Keller 2003). Nowadays, the frequency of using ingredient branding strategy than co-branding strategy has increased sharply(Keller 2003; Simon and Ruth 1998). Consequently, the interest in ingredient branding strategy is on the increase from both an academical and managerial standpoint. Therefore, the purpose of the current research is to study how the ingredient branding affects consumer`s attitude according to the market position of host brand. At the same time, this study also identifies and examines the potential moderating factors which make a difference of the effect depending on the market position of host brand, such as ingredient brand type (hedonic brand vs. utilitarian brand) and the joint method of ingredient brand (self-branded ingredient branding vs. co-branded ingredient branding). In the concrete, hypothesis 1 predicts that consumer`s attitude toward host brand by the ingredient branding will be more positive when the market position of host brand is low than it is high. Hypothesis 2 predicts that the differential effect of host brand`s market position will get more noticeable when the type of ingredient brand is utilitarian than hedonic. Hypothesis 3 predicts that the differential effect of host brand`s market position will get more obvious when the joint method of ingredient brand is co-branded ingredient branding than self-branded ingredient branding. In the present study, we tested theses hypotheses by 2×2×2 between subjects design. First, pretests are carried out to develop the stimulus materials and experimental manipulations and then the actual experiment are implemented. The results show that there is a different influence between 2 conditions ; when the market position of host brand by the ingredient branding is high and low. In other words, the main effect between high and low market position of host brand by the ingredient branding is significant(F(1,226)=44.942, p<.01). The consumer`s attitude to host brand by the ingredient branding is more favorable when the market position of host brand is low(M=0.55) than it is high(M=-0.08). Thus, H1 is supported. Moreover, the interaction effect between market position of host brand and type of ingredient brand is significant(F(1,226)=7.890, p<.05). The effect size is significantly greater in utilitarian ingredient brand than hedonic. Thus, H2 is supported. The interaction effect between market position of host brand and joint method of ingredient brand is also significant(F(1,226)=4.978, p<.05). The effect size is significantly greater in co-branded ingredient branding than self-branded ingredient branding. Hence H3 is also supported. Lastly, the theoretical and practical implications of this study are presented, In addition, limitation and further study directions are discussed.

항공사의 브랜드 위상에 따른 브랜드 제휴의 태도 변화 연구 -요소 브랜드 성격의 조절 효과를 중심으로-

김규배 ( Gyu Bae Kim ),김병재 ( Byoung Jai Kim ) 한국항공경영학회 2010 한국항공경영학회지 Vol.8 No.2

In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, ingredient branding, a special strategy of brand alliances, are gaining popularity in the world. Many companies have used brand alliances in airline industry, it seems that the airlines using brand alliances have tried to differentiate their brands and gain competitive advantage. The purpose of this research was to examine how consumers evaluated ingredient branding of airlines, especially focused on the market position of airlines. Also we supposed that there would be moderating effects of ingredient brand type. The results showed that the consumer`s attitude to airlines` brand by the ingredient branding is more favorable when the market position of airlines` brand is low than it is high. Moreover, the interaction effect between market position of airlines and type of ingredient brand is significant. The effect size is significantly greater in utilitarian ingredient brand than hedonic. Also, the consumer`s attitude to airlines` brand by the ingredient branding is more favorable when ingredient brand type is utilitarian than it is hedonic. Ingredient brand type moderate consumer evaluations of Airlines` Ingredient branding.

THE STAKES AT BUILDING A LUXURY CLUSTER IN AN INGREDIENT BRANDING STRATEGY: THE CASE OF CALAIS LACE

Anne-Flore Maman Larraufie 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Suppliers of luxury fashion fabrics in France have historically been working in fierce competitive ways. Usually family-owned businesses, they are working for the same clients, be it in fast fashion, premium fashion or luxury (including Haute-Couture). Calais lace-makers are no exception. However, what could have been described as same emulation in the past turns out to be a weakness in the XXIst century, with booming foreign competition from developing countries. Up to now, they’ve been unable to join their forces to collaborate on projects such as big orders from fashion brands. Created in 1952, the Dentelle de Calais® label can be used by the lace manufacturers using Leavers machines, and active members to the French Federation of Lace and Embroidment (which is the IP owner of the label). This encompasses the places of Calais (traditionally manufacturing lace for undergarments) and of Caudry (more focused on clothes). Caudresian lace has become famous as a proud supplier for the Duchess of Cambridge’s wedding dress or for the awarded costumes in The Great Gatsby. However, it appears that the label is currently dying, being unequally used by the various lace-makers and retailers / brand owners of clothes or undergarments. In January 2014, a repositioning of the label has been initiated. We’ve been asked to do it and decided to use action research to complete this task. The ultimate objective was to give a new identity to the label and DNA to the brand, which could be used by any lace-maker using Leavers machines in a way enhancing his own brand equity. In short, we aim at crafting an ingredient branding strategy. The present action research, on top of solving the client’s issues, aimed at enhancing knowledge on several key topics. First, we wanted to understand better information processes in a cluster that is bi-located, and with internal “fights”. Then, another objective was to grasp the various points that are at stake when clustering happens in-between non-aligned partners. More specifically, we wanted to uncover how decisions happened, and stimulate new ways for decision-making optimization. A last objective was to reflect upon ingredient collective-branding strategic developments, as most literature on branding concerns individual brands and not collective ones. As these become a major trend in these days, we believe academic research has a great role to play. Our research is a first step in this direction. To do this, various data collection and analysis methods have been used: • Interviews with all types stakeholders (fashion designers, purchasers, marketers, journalists, students in fashion or business schools, etc.), to understand their present vision of lace fabric in general and whether they would or would not use it (including in their sales argument). Then similar discussion on Calais lace is conducted. Open-coding and axial coding are then done to identify the values associated with lace and Calais lace, for each stakeholder-category. • Semiotic analysis of the label, to understand the Ethics and Aesthetics of this collective brand. This includes content and discourse analyses, visual (iconic and plastic) analysis of the communication tools including the logo, etc. The current label positioning is presented thanks to the greimasian semiotic square . • Non-participant observation and non-directed interviews with all lace-makers to get each one’s perspective on the label. Open coding and axial coding (Strauss & Corbin) are used to identify the relevant categories and sub-categories underlying the dicsourses. • Lexical analysis of all verbatims will help identify the proper jargon to reconcile stakeholders and manufacturers. • Market analysis on the various relevant markets: Middle East, Europe and Asia. • Structural semiotics are used to wrap-up findings and craft a new brand identity (Greimas’ semiotic square and narrative scheme). More than a simple action, this ingredient-branding collective action will help foster a collective conscience around the preservation of an endangered manufacturing sector of activity, paving the way for a future industrial cluster. Besides the managerial outcomes, this project aimed at (1) Understanding better information processes in a cluster that is bi-located, and with internal “fights”; (2) Grasping the various points that are at stake when clustering happens in-between non-aligned partners, esp. in terms of decision-making processes; and (3) Reflecting upon ingredient collective-branding strategic developments. Our paper presents all these points, providing practical and theoretical insights for the luxury community in general.

CO-BRANDING BETWEEN PRIVATE LABELS AND NATIONAL BRANDS: DOES A CO-BRANDING STRATEGY IMPROVE CONSUMERS’ ATTITUDES TOWARD PRIVATE LABELS IN JAPAN?

Wataru Kamiya 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction A private label (PL) is defined as a brand owned, sold and distinguished by retailers (Lincoln & Thomassen, 2009). Therefore, most PLs display only their brand name on their product labels or packages. However, in the Japanese consumer goods market, an increasing number of manufacturers’ names are now being displayed on PL product packages. For example, the “Seven Premium” PL, by Seven & I Holdings, displays the manufacturer’s name on its product labels using the phrase “This product is a joint development product with manufacturer X.” This indicates that retailers are utilizing the brand of the national brand (NB). This type of branding strategy can be classified as co-branding or a brand alliance. In Japan, expansion of PL co-branding may have improved consumers’ attitudes toward PLs and contributed to their development. Theoretical Background Most prior research on co-branding has focused on brand alliances between two NBs. Therefore, studies on alliances between PLs and NBs are very limited. Vaidyanathan and Aggarwal (2000) focused on ingredient branding, which merged elements of PLs with NB ingredients. Based on the combination theory (Park, Jun, & Shocker 1996), attitude accessibility theory (Fazio, 1986), and attribution theory (Heider, 1958; Kelly, 1973), they found that the association of brand name ingredients with private brand products could positively impact consumers’ evaluations of unfamiliar products. Also, the use of a brand name ingredient in a PL did not negatively affect consumers’ evaluations of this product. Arnett, Laverie, and Wilcox (2010) focused on brand alliances of retailers and manufacturers in the clothing category. Based on the attitude accessibility theory and the information integration theory (Anderson, 1971; Smith, 1993), they found that consumers’ attitudes toward alliances can influence retailer equity, manufacturer brand equity, and shopping intentions. They also found that pre-alliance retailer equity significantly affects attitudes toward alliances. Except for post-alliance retailer equity, perceived fit moderates all relationships between consumers’ attitudes toward the outcome of an alliance. Prior research on co-branding indicates that the attitudes and attributes of co-brands are influenced by the attitudes and attributes of constituent brands. In addition, a constituent brand’s familiarity moderates the effect (Park et al., 1996; Simonin & Ruth, 1998). As another notable finding, attitudes about co-brands influence constituent brand attitudes, with the effect being moderated by brand familiarity (Simonin & Ruth, 1998). Based on prior findings, this study examines whether co-branded PLs are influenced by their constituent NBs and by the familiarity of constituent brands in the case of Japanese co-branded PLs. This study also examines whether a spillover effect exists for constituent brands. Methodology An Internet survey of 798 women living in the Greater Tokyo area was conducted in August 2017. Subjects were assigned to one of four groups, grouped by PL and NB brand familiarity (Figure 1). The familiar “salad dressing” category was selected. While this category includes several large and popular manufacturers, many small, unknown manufacturers also exist within it, a fact that is relevant to the purpose of this study. High-familiarity PLs and NBs were selected based on their market shares in the category. However, Seven Premium, the most popular PL in Japan, was not selected as it had already adopted a co-branding strategy. Aeon’s Topvalu was chosen as a high-familiarity PL. While Topvalu is one of the most popular PLs in Japan, it has not yet taken a co-branding strategy. All measures were assessed through a seven-point, semantic, differential scale. Attitudes toward constituent brands (PLs and NBs), co-brands, perceived quality of constituent brands, and brand familiarity of constituent brands were measured. Using covariance structure analysis, we examined factors influencing attitudes about co-branding and the spillover to constituent brands after considering co-branded formations. Regarding familiarity, a multi-group analysis was conducted. Results Attitudes toward constituent brands (PLs and NBs) positively influenced attitude toward co-branded PLs. In addition, the influence on the co-branded PLs was greater for PLs (Table 1). From the multi-group analysis, the influence of familiarity on the attitude toward co-branded PLs can be found in some cases (Table 2). In the case of high-familiarity PLs with high-familiarity NBs (Group 1), the attitudes about co-branding by NBs were not significant. On the other hand, a positive co-branding attitude by NB was found in other cases. In cases of low-familiarity PLs with low-familiarity NBs (Group 4), the co-brand’s influence was greater for NBs. Moreover, since the attitude toward co-branding positively influenced differences of attitude between post-alliance and pre-alliance toward PLs and NBs, the spillover effect is confirmed (Table 3). Discussion Our results, which suggest that co-branding with NBs can be an effective strategy if PLs have low familiarity, are consistent with prior research. PLs in Japan, which have a lower penetration ratio than those in Europe and the United States, are still in a developmental stage (Kumar & Steenkamp, 2007). Since PLs in Japan are less familiar than leading NBs, co-branding with an NB can be an effective strategy for a PL. On the other hand, when a PL is already established as a brand and has high familiarity, co-branding with a NB might have little effect. In this case, it might be necessary to devise a different strategy, such as changing a PL’s brand name. Seven Premium, the most popular PL in Japan, was introduced in 2007. From the beginning, when its brand had low familiarity, it opted for a co-branding strategy, and our findings suggest that this decision significantly improved overall attitudes toward PLs.

Exploring Brand Awareness and Purchase Intention on Complete and Ingredient Brands of Smartphone

( Joongi Eom ),( Yoon C. Cho ) 서암순창장학회 2015 Journal of Marketing Thought Vol.2 No.2

This paper explores how smartphone customers form attitudes, purchase intention and satisfaction based on perception of a smartphone brand as a complete product and/or its ingredient brands (e.g., application processor, camera sensor, and display panel). In particular, this study investigates i) how attitudes, purchase intention, and expected satisfaction differ based on the level of awareness (high vs. low) of complete product and ingredient brands; ii) how attitudes affect purchase intention based on the level of awareness of complete product and ingredient brands (high vs. low); and iii) ii) how purchase intention affects expected satisfaction based on the level of awareness of complete product and ingredient brands (high vs. low). The results of this study find that attitudes, purchase intention, and expected satisfaction differ based on the level of awareness of complete product and ingredient brands. The study also finds significant relationships between attitudes, purchase intention, and expected satisfaction based on the level of brand awareness of complete product and ingredient brands. This study provides implications for complete product and ingredient branding strategies.

성분형 브랜드 자산구축을 위한 인과관계 모형 연구

전주언,김하룡 한국전략마케팅학회 2016 마케팅논집 Vol.24 No.3

본 연구는 B2B에서 최종 완성품에 구성품을 공급하는 성분형 브랜드 자산 구축에 초점을 맞추고 있다. 성분형 브랜드는 최종 완성품을 제조하기 위해 부착된 재료, 원료, 그리고 구성품의 브랜드로 개념화할 수 있다. 성분형 브랜드는 최종 소비자와 직접 거래하지는 않지만 성분형 브랜드의 높은 인지도로 해당 제품이 포함된 최종 완성품으로 소비자를 유인할 수 있으며, 유통 경로를 기획하는 과정에서 교섭력을 발휘할 수도 있다. 하지만 성분형 브랜드는 최종 완성품의 구성품이기 때문에 해당 제품을 구매하는 호스트 브랜드에 의존할 수밖에 없기 때문에 브랜드 자산을 구축하는 과정 역시 소비재 브랜드와 다르다. 기존 문헌에 근거하여 B2B 시장에서 성분형 브랜드를 고찰하고 성분형 브랜드가 산업재 시장에 진입하여 확고한 포지셔닝을 구축할 수 있는 자산 구축 및 개발 과정에 대해 알아볼 것이다. 또한 지금까지 논의되지 않았던 성분형 브랜드가 자산을 구축하기 위한 과정을 추정하고 이를 인과경로를 통해 검증하고자 한다. 구체적으로 B2B 상 구매자(호스트 브랜드) 관점에서 성분형 브랜드를 기능적 속성과 접근성으로 구분하였다. 기능적 속성은 기능적 보완관계와 지각된 품질이며 접근성은 편의성과 그리고 비용으로 구성되어 있다. 성분형 브랜드의 기능적 속성과 접근성이 충족되면 이에 만족한 호스트 브랜드는 성분형 브랜드에 대한 높은 인지도와 신뢰가 형성되어 강력한 관계 형성으로 이어질 것으로 예상했다. 검증결과 성분형 브랜드의 지각된 품질과 편의성은 브랜드 인지도와 브랜드 신뢰에 긍정적인 영향을 미쳤으며, 브랜드 인지도와 브랜드 신뢰는 관계 품질에 긍정적인 영향을 미친 후 판매의지로 이어지는 것으로 나타났다. The traditional B2B brand strategy of all marketing activities is geared to the next level of the value chain of the OEM. The ingredient brand approach can overcome this burden. Recently, ingredient brand is becoming a major marketing strategy as demonstrated by the increasing number of products sold with embedded branded components. Simply, ingredient brand can be defined as the marking or labeling of components or other industrial goods. Ingredient branding is strategic brand management for materials, components, parts, etc. The effect if ingredient brand in business markets has been overlooked in terms of brand equity. The purpose of this study is understanding ingredient brand concept and suggests to build ingredient brand equity. Specially, this research investigates the effects of ingredient brand quality, convenience, and cost on ingredient-host brand relationship quality focusing on brand trust. The findings of this research contributes to develop ingredient brand equity concept and to provide practical implications on industirial marketing.

요소 브랜딩을 이용한 확장전략의 효과에 관한 연구

전성률(Sung Youl Jun),오진욱(Jin Wook Oh),주태욱(Tae Wook Ju) 한국마케팅학회 2010 마케팅연구 Vol.25 No.1

기업들에게 있어 브랜드 확장 전략은 신제품 시장에 진출하는데 있어 빈번히 사용하는 전략적 대안 중 하나로 주목을 받아 왔다. 그러나 앞서 언급된 기존의 브랜드 확장에 대한 연구의 대부분은 기존에 확립된 하나의 브랜드만 관련된 직접적인 브랜드 확장을 대상으로 한 것들이다. 하지만 최근에는 신제품 출시에 있어서 또 하나의 전략적 대안으로 브랜드 제휴(brand alliance)가 각광을 받고 있다. 브랜드 제휴란 넓은 의미에서의 브랜드 확장의 한 형태이다. 이러한 전략은 기존에 확립된 브랜드를 신제품에 사용한다는 점에서 브랜드 확장의 하나의 유형으로 볼 수 있지만, 기존 브랜드가 하나만 사용되는 직접적인 브랜드 확장과는 달리, 두 개 이상의 브랜드가 사용된다는 점에서 직접적인 브랜드 확장과는 구별되어 사용될 수 있다. 최근 기술이 빠른 속도로 발전하여 제품에 사용되는 기술이나 부품을 한 기업이 모두 생산할 수 없게 됨에 따라 소비자들은 제품 구매 시 그 안에 사용되는 부품은 어떤 브랜드인지를 고려하는 경우가 많아졌다. 따라서 기업들도 이런 소비자 행태의 변화를 인식하고 있기 때문에, 브랜드 제휴의 한 유형인 요소 브랜딩(ingredient branding)은 최근에 그 중요성이 더욱 증대되고 있다. 따라서 본 연구에서는 우선 호스트 브랜드의 속성을 중요도에 따라 핵심 속성과 비 핵심 속성으로 분류하고, 호스트 브랜드의 어떠한 유형의 속성에 대해 요소 브랜딩 전략을 사용하는 것이 더욱 호의적인 소비자 평가를 받을 수 있는가를 실증적으로 밝혀보았다. 또한 앞서 언급된 호스트 브랜드의 속성 중요도에 따른 요소 브랜딩의 차별적인 효과가 확장의 방향(상향/하향)과 확장 제품군의 품질편차(높음/낮음)에 의해 어떠한 영향을 받는가를 살펴봄으로써 요소 브랜딩의 효과를 증대시킬 수 있는 상황적 요인들에 대해 알아보았다. 호스트 브랜드의 요소 브랜딩 대상 속성을 핵심 속성과 비 핵심 속성으로 분리하여 요소 브랜딩을 한 결과 핵심 속성에 대한 요소 브랜딩이 비 핵심 속성에 대한 요소 브랜딩보다 더 높은 평가를 받았다. 또한, 이러한 차별적 효과에 영향을 주는 변수로는 기술적 위계를 축으로 하는 확장의 방향(상향/하향)과 확장 제품군의 품질편차(높음/낮음)를 다루었는데, 확장의 방향이 상향인 경우와 확장제품군의 품질편차가 큰 경우 비 핵심 속성 대비핵심 속성의 요소 브랜딩 효과는 더욱 커지는 것으로 나타났다. 이러한 결과를 바탕으로 실무적인 시사점과 향후의 연구 방향에 대하여 언급하였다. Brand extension has been considered as one of the most frequently used strategic approaches in making inroads into a new product market. Most previous studies on brand extension however, concentrate on direct brand extension with one specific brand. A more recent strategic alternative that is being spotlighted rather than releasing a new product is brand alliance. Brand alliance is, in a broader sense, one means of brand extension. This strategy can be categorized as brand extension considering that it utilizes prior-established brand in new products, but unlike direct brand extension which adapts only one prior-established brand, it applies two different brands thus differing from direct brand extension. With the fast development of technology, companies cannot produce all the parts or develop all the skills used in manufacturing a product anymore, and consumers are more carefully considering what parts or skills have been put into the products whey they are buying them. Companies acknowledge this change in customer behavior, hence increasing the importance of ingredient branding, one significant type of brand alliance. The present study classifies brand attributes as key attributes and trivial attributes, and examines which type of attribute from the host brand can be favorably evaluated by consumers when implemented in the ingredient branding. Also, we investigated the differential effects of the vertical direction of extension (upward vs. downward) and quality variation in the extension category (wide vs. narrow) on ingredient branding, and identified several situational factors that could enhance the effect. The results show that ingredient branding with a key attribute leads to more favorable evaluation of the extension product than that with a trivial attribute. In addition, the effect gets more pronounced when consumers perceive greater uncertainty on the quality of the extension product. The present research suggests two factors that can cause such uncertainty, that is, the vertical direction of brand extension (upward vs. downward) and quality variation in the extension category (wide vs. narrow). The effect of ingredient co-branding with a key attribute versus a trivial attribute turns out to be greater in the conditions of upward extensions and wide quality variation. Theoretical and managerial implications were discussed based on the above results.

인-브랜드 자산과 호스트 브랜드 자산의 관계에서 브랜드 적합성의 조절효과 검증 연구:

이영훈(Lee Young hun),송유진(Song Eu gene) 한국외식경영학회 2018 외식경영연구 Vol.21 No.4

브랜드 마케팅 전략이 점차 고도화되면서 부품 또는 소재를 브랜딩하는 인-브랜딩 전략에 대한 관심이 점차 높아지고 있다. 최근 인-브랜드의 사용이 서비스 산업에까지 적용됨에도 대부분의 기존 연구는 제조업 기반의 상품에 대한 인-브랜드 효과를 설명하고 있어 서비스 산업에서의 인-브랜드 효과를 규명하는 연구가 부족한 실정이다. 따라서 본 연구에서는 서비스 산업 중 패밀리 레스토랑에서 인-브랜드와 호스트 브랜드 자산이 인-브랜드와 조합된 호스트 브랜드 자산에 미치는 영향과 두 브랜드 간 적합도가 미치는 상호작용 효과를 검증하였다. 본 연구의 가설검증을 위해 서울, 경기, 충청남도 지역에 거주하고 있는 대학생과 일반 직장인을 대상으로 온-오프라인을 통한 설문조사를 진행하여 최종 294부가 분석에 사용되었다. 연구 결과에 따르면 인-브랜드와 호스트 브랜드 자산 모두 인-브랜드와 조합된 호스트 브랜드 자산에 유의미한 긍정적인 영향을 미치는 것으로 나타났으나, 가설과는 배치되게 두 브랜드 간 적합도가 미치는 효과는 통계적으로 유의미하지 않게 나타났다. Although the interest in the ingredient branding strategy grows and it extends to service industry, previous research tends to focus on ingredient branding strategy of manufacturing based products. This study extends the research scope to service industry and especially examines the moderating effects of perceived brand fit on the relationship between ingredient and host brand equity in the family restaurant industry. To test hypotheses, on/off line survey was conducted and data was collected from 294 respondents. The result shows that the ingredient and host brand equities positively have significant effects on the host brand equity combined with ingredient brands. However, the perceived brand fit between the ingredient and host brands do not have significant effects.

유통업자 브랜드와 제조업자 브랜드 제휴에 대한 소비자 반응연구-소재 브랜딩을 중심으로-

조성도,정강옥,박진용 한국마케팅학회 2004 ASIA MARKETING JOURNAL Vol.6 No.2

Prior researches related to private brands have mainly focused on the competition between private brands and national brands. But private brands can be allied with national brands to overcome its weak points such as low perceived quality. The purpose of this study is to investigate the consumer responses to the alliance between private brands and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' preference toward private brands.We hypothesized that using national brands as ingredient brands would improved the consumers' perceived quality and buying intention toward private brands. Also we supposed that when national brands had moderate congruity with product category, consumers' preference would be most positive. And this study examined the moderating effects of functional risk.Factorial experimental design and scenario method were employed to test the hypotheses. Also we classified the products as utilitarian-hedonic products and compared the effects of ingredient brands on utilitarian products with hedonic products. Empirical results show that when private brands use national brands as ingredient brands, consumer responses become positive. Also when ingredient brands have moderate congruity with products, consumer responses are most positive. But moderate congruity effect is significant only when functional risk is low. 기존 연구에서는 주로 유통업자 브랜드와 제조업자 브랜드는 경쟁관계로 보았다. 하지만 본 연구에서는 유통업자 브랜드가 제조업자 브랜드를 소재 브랜드로 사용하면 유통업자 브랜드에 대한 소비자들의 저품질 인식을 변화시킬 수 있다는 측면을 이론적, 실증적으로 밝히고자 하였다. 연구결과 유통업자 브랜드가 제조업자 브랜드를 소재 브랜드로 사용하면 지각된 품질과 구매의도가 향상되는 것으로 나타났다. 그리고 제조업자 브랜드와 제품의 일치 정도가 중간일 때 소비자가 가장 긍정적인 반응을 보이는 것으로 나타났다. 이 관계에서 기능적 위험이 조절변수 역할을 하는 것으로 나타났는데 기능적 위험이 높을 때는 소비자들이 유통업자 브랜드와 제조업자 브랜드의 높은 일치성의 경우에 더 좋은 반응을 나타냈으며, 기능적 위험이 낮을 때는 중간정도 일치할 때 더 좋은 반응을 나타냈다.

유통업체 브랜드와 제조업체 브랜드 제휴가 구매의도에 미치는 영향에 관한 연구 - 제품관여도와 조절동기의 조절효과를 중심으로 -

박효현,이종호 한국마케팅관리학회 2009 마케팅관리연구 Vol.14 No.2

Prior researches related to private brands have mainly focused on the competition between private brans and national brans, But private brands can be allied with national brans to overcome its weak points such as low perceived quality. The purpose of this study in to investigate the buying intention to the alliance between private brans and national brands. Especially this paper focused on the situation in which national brands are used as ingredient brands to improve the consumers' buying intention toward private brands. We hypothesized that using national brands as ingredient brands would improved the buying intention toward private brands. Also we examine the moderating effect of awareness(high-awareness vs low-awareness) and product involvement(high-involvement vs low-involvement), awareness(high-awareness vs low-awareness) and regulatory focus(promotion focus vs prevention focus). Empirical results show that when private brands use high-awareness national brands as ingredient brands, buying intention become positive. Also when product involvement and regulatory fucus have moderate ingredient brans, buying intention become positive. 본 연구는 유통업체 브랜드와 제조업체 브랜드 제휴에서 요소 브랜드로 사용된 제조업체 브랜드의 인지도 수준 이 유통업체 브랜드 제품의 구매의도에 어떠한 영향을 미치는지를 알아보고자 하는 데 있다. 즉, 요소 브랜드로 사용된 제조업체 브랜드의 인지도 수준을 두 가지 차원으로 나누고, 제품관여도 수준 간의 상호작용 효과가 유통 업체 브랜드 제품의 구매의도에 어떠한 영향을 미치는지 살펴보고자 한다. 또한, 소비자의 조절동기 유형에 따른 요소브랜드 인지도 수준의 영향도 함께 규명하고자 한다. 연구결과, 첫째, 제조업체 브랜드가 유통업체 브랜드의 요소 브랜드로 제시되었을 경우 이는 소비자의 구매의 도에 영향을 미친다. 즉, 인지도가 높은 요소 브랜드는 인지도가 낮은 요소 브랜드에 비해 제휴 브랜드 구매의도 에 긍정적인 영향을 미친다. 둘째, 요소 브랜드 인지도 수준이 제휴브랜드 구매의도에 미치는 영향력은 소비자의 제품관여도 수준에 따라 달라질 수 있으며, 특히 관여도가 높은 제품의 경우에는 인지도가 높은 요소 브랜드와 제 휴를 하는 것이 제휴브랜드 구매의도에 더 긍정적인 영향을 미친다. 셋째, 요소 브랜드 인지도 수준이 제휴브랜드 구매의도에 미치는 영향력은 소비자의 조절동기 유형에 따라 달라질 수 있으며, 특히 예방동기의 경우에는 향상 동기에 비해 인지도가 높은 요소브랜드와 제휴를 하는 것이 제휴브랜드 구매의도에 더 긍정적인 영향을 미친다.