승용자동차 재구매고객들의 기업브랜드 선택속성과 기업브랜드 평가

다국어 초록 (Multilingual Abstract)

Corporate branding implies a broader and organization-wide perspective, therefore it should be managed in terms of the corporate-level strategic decision making. In prior research, however, consumers's corporate brand choice behavior is less integrated and academics argue for a systematic understanding of its concept. This research is to establish psychometric properties of the corporate brand choice attributes and corporate brand evaluation dimensions for automobile repurchase consumers. We then examined the relationship between the corporate brand choice attributes and corporate brand evaluation dimensions, and suggest strategic directions for designing corporate branding.
The corporate brand choice attributes are distinguished into two different groups: corporate-level dimensions (corporate reputation, business competence, and corporate brand personality) and marketing level dimensions (functional, symbolic and emotional brand benefit). Corporate brand evaluation is examined to two distinct response types-affective response (corporate brand trust) and behavioral response (corporate brand loyalty).
The findings indicate that corporate competence and functional benefit, among consumers's corporate brand choice attributes, have played the very central role in evaluating corporate brand. Corporate reputation has effects on corporate brand loyalty through the corporate brand trust. Corporate brand choice attributes are found to differ with the respective corporate brands. Among brand personality variables, 'guidance' had both positive and negative influences on corporate brand trust.
The result of this research provides useful implications in comprehensive understanding of consumers'scorporate brand choice behavior. The findings also suggest that the attributes play an important role in evaluating corporate brand, and managers could design effective marketing strategy for building favorable corporate brands.

참고문헌 (Reference)

1 이명식, "소비자-브랜드 관계 유형에 따른 브랜드 자산 구성요소들 간의 상호작용에 관한 연구" 한국소비문화학회 6 (6): 99-123, 2003

2 이명식, "서비스마케팅에서 충성도 제고에 영향을 미치는 요인들에 관한 실증적 연구" 1 (1): 117-141, 1998

3 김유경, "브랜드 개성의 유형과 영향요인에 관한 연구:제품 특성과 소비자 요인을 중심으로" 49 : 29-53, 2000

4 김광수, "기업 개성의 측정에 관한 탐색적연구" 1 (1): 103-121, 2000

5 한국자동차공업협회, "국내 자동차산업 현황과 2009년 전망"

6 Suh, J. C, "When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement" 16 (16): 145-155, 2006

7 Botschen, G, "Using Means-End Structures for Benefit Segmentation an Application to Services" 22 (22): 38-58, 1999

8 Dyson, P, "Understanding, Measuring and Using Brand Equity" 36 (36): 9-21, 1996

9 Nicosia, F, "Toward a Sociology of Consumption" 3 (3): 65-75, 1976

10 Knox, S, "The Six Conventions of Corporate Branding" 37 (37): 998-1116, 2003

11 Solomon,M.R, "The Role of Products as Social Stimuli: a Symbolic Interactionism Perspective" 10 (10): 319-329, 1983

12 Sen, S, "The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment" 34 (34): 158-166, 2006

13 Levy Jr, "The Institutions of Advanced Societies" 24 (24): 415-416, 1959

14 Keller, K. L, "The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business" 14 (14): 74-81, 2006

15 Souiden, N, "The Effects of Corporate Branding Dimensions on Consumers’Product Evaluation: A Cross-Cultural Analysis" 40 (40): 825-845, 2006

16 Anisimova,T.A, "The Effects of Corporate Brand Attributes on Attitudinal and Behavioral Consumer Loyalty" 24 (24): 395-405, 2007

17 Rio, B, "The Effect of Brand Associations on Consumer Response" 8 (8): 410-425, 2001

18 Brown, T. J, "The Company and the Product: Corporate Associations and Consumer Product Responses" 61 (61): 68-84, 1997

19 Morgan, R. M, "The Commitment Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

20 Chaudhuri, A, "The Chain of Effects from Brand Trust and Brand Affect to Brans Performance: The Role of Brand Loyalty" 65 : 81-93, 2001

21 Zeithaml, V. A, "The Behavioral Consequences of Service Quality" 60 (60): 31-46, 1996

22 Gatignon, H, "Strategic Orientation of the Firm and New Product Performance" 34 (34): 77-90, 1997

23 Park, C. W, "Strategic Brand Concept-Image Management" 50 (50): 135-145, 1986

24 Martineau,P, "Social Classes and Spending Behavior" 23 (23): 121-130, 1959

25 Sirgy,M.J, "Self-Concept in Consumer Behavior: A Critical Review" 9 (9): 287-300, 1982

26 Fombrun,C, "Reputation: Realizing Value From the Corporate Image" Harvard Business School Press 1996

27 Fombrun, C, "Reputation Management in Global 1000 Firms; A Benchmarking Study" 1 (1): 205-214, 1998

28 Berry,L.L, "Relationship Marketing. In Emerging Perspectives on Services Marketing" American Marketing Association 23-98, 1993

29 Berry,L.L, "Relationship Marketing of Services Growing Interest, Emerging Perspectives" 23 (23): 236-245, 1995

30 Bitner, M. Jo, "Relational Benefits in Services Industries:The Customers’Perspective" 26 (26): 101-114, 1998

31 Woods,W, "Psychological Dimensions of Consumer Decision" 24 (24): 15-19, 1960

32 Whelan, S, "Profiling Consumer of Own Brands and National Brands Using Human Personality" 13 (13): 393-402, 2006

33 Urban, G. L, "Placing Trust at the Center of Your Internet Strategy" 42 (42): 39-48, 2000

34 Fennell,G.G, "Perceptions of the Product-In Use Situation" 42 (42): 39-47, 1978

35 Midgley,D, "Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product" 20 (20): 74-83, 1983

36 Romaniuk, J, "Measuring Brand Perceptions: Testing Quantity and Quality" 11 (11): 218-229, 2003

37 Aaker D, "Measuring Brand Equity Across Products and Markets" 38 (38): 102-120, 1996

38 Gray, E. R, "Managing Corporate Image and Corporate Reputation" 31 (31): 695-702, 1998

39 Keller,K.L, "Managing Brands for The Long Run: Brand Reinforcement and Revitalization Strategies" 41 (41): 102-125, 1999

40 Brown, T. J, "Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology" 34 (34): 99-106, 2006

41 He, H. W, "Identity Studies:MultiplePerspectives and Implications for Corporate-Level Marketing" 41 (41): 765-785, 2007

42 Walsh, G, "How do Corporate Reputation and Customer Satisfaction impact Customer Defection? A Study of Private Energy Customers in Germany" 20 (20): 412-420, 2006

43 Rust, R. T, "Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?" 66 (66): 7-24, 2002

44 Moorman, C, "Factors Affecting Trust in Market Research Relationships" 57 (57): 81-101, 1993

45 Ambler,T, "Do Brands Benefit Consumers?" 16 (16): 167-198, 1997

46 Wallendorf, M, "Distinguishing Culture of Origin From Culture of Residence" 10 (10): 699-701, 1983

47 Aaker,J.K, "Dimensions of Brand Personality" 34 (34): 347-356, 1997

48 Dwyer, F, "Developing Buyer-Seller Relationships" 51 (51): 11-27, 1987

49 Dick, A. S, "Customer Loyalty:Toward an Integrated Conceptual Framework" 22 (22): 99-113, 1994

50 de Chernatony, E, "Creating Powerful Brand in Consumers, Service and Industrial Markets" Butterworth-Heinemann 1998

51 Keller, K. L, "Corporate level Marketing: The Impact of Credibility on a Company’s Brand Extensions" 1 (1): 356-378, 1998

52 Luo, Z, "Corporate Social Responsibility, Customer Satisfaction, and Market Value" 70 (70): 1-18, 2006

53 Klein, J, "Corporate Social Responsibility and Consumers’Attributions and Brand Evaluations in a Product-Harm Crisis" 21 (21): 203-217, 2004

54 van Riel, C. B. M, "Corporate Identity: The Concept, Its Measurement and Management" 31 (31): 340-356, 1997

55 Balmer,J.M.T, "Corporate Identity and the Advent of Corporate Marketing" 14 (14): 963-996, 1998

56 Dacin, P. A, "Corporate Branding, Identity, and Customer Response" 34 (34): 95-98, 2006

57 Kowalczyk, S. J, "Corporate Branding through External Perception of Organizational Culture" 5 (5): 159-175, 2002

58 Harris, F, "Corporate Branding and Corporate Brand Performance" 35 (35): 441-456, 2001

59 Brexendorf, T. O, "Corporate Behaviour vs Brand Behaviour: Towards an Integrated View?" 15 (15): 32-40, 2007

60 Brown,T.J, "Corporate Associations in Marketing: Antecedents and Consequences" 1 (1): 215-233, 1998

61 Bhattacharya, C. B, "Consumer-Company Identification: A Framework for Understanding Consumers’Relationships with Companies" 67 (67): 76-88, 2003

62 Silva, R. V. D, "Cognitive, Affective Attributes and Conative, Behavioural Responses in Retail Corporate Branding" 15 (15): 293-305, 2006

63 Krishnan,H.S, "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective" 13 (13): 389-405, 1996

64 Morrison, S, "Building the Service Brand by Creating and Managing an Emotional Brand Experience" 14 (14): 410-421, 2007

65 Wallstrom, A, "Building a Corporate Brand: The Internal Brand Building Process in Swedish Service Firms" 16 (16): 40-50, 2008

66 King,S, "Brand-Building in the 1990s" 8 (8): 43-52, 1991

67 Delgado-Ballester, E, "Brand Trust in the Contact of Consumer Loyalty" 35 (35): 1238-1258, 2001

68 Morgan, N. A, "Brand Portfolio Strategy and Firm Performance" 73 (73): 59-74, 2009

69 Sweeney, J. C, "Brand Personality: Exploring the Potential to Move From Factor Analytical to Circumplex Models" 23 (23): 639-663, 2006

70 Plummer,J.T, "Brand Personality: A Strategic Concept For Multinational Advertising. In Marketing Educators Conference" Young & Rubicam 1-31, 1985

71 Haley,R, "Benefit Segmentation: A Decisionoriented Research Tool" 32 (32): 30-35, 1963

72 Liang, C-J, "Attributes, Benefits, Customer Satisfaction and Behavioral Loyalty_An Integrative Research of Financial Services Industry in Taiwan" 4 (4): 57-91, 2004

73 Gounaris, S, "Antecedents and Consequences of Brand Loyalty: An Empirical Study" 11 (11): 285-306, 2004

74 Gerbing, A. W, "An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment" 25 : 186-192, 1988

75 LeBlanc, G, "An Exploratory Study on the Cues that Signal Value to Members in Retail Co-Operatives" 29 (29): 49-59, 2001

76 Sichtmann,C, "An Analysis of Antecedents and Consequences of Trust in a Corporate Brand" 41 (41): 999-1015, 2007

77 Lin, C, "A Study of Market Structure: Brand Loyalty and Brand Switching Behaviors for Durable Household Appliances" 42 (42): 277-300, 2000

78 Burton, J, "A Positioning Typology of Consumers’Perceptions of the Benefits Offered by Successful Service Brands" 13 (13): 301-316, 2006

79 Rotter,J, "A New Scale for the Measurement of Interpersonal Trust" 35 : 651-665, 1967

80 Gutman,J, "A Means-End Chain Model Based on Consumer Categorization Process" 46 (46): 60-72, 1982