브랜드 전형성에 기반한 전략적 브랜드 제휴 효과에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to present a direction regarding brand introduction of the precious metal industry and research on a strategic brand alliance which is one of the several ways for a precious metal brand introduction, in order to be helpful to enterprises under the current market situations of the domestic precious metal industry.
For this purpose, the strategic brand alliance model based on the components branding was established, in order to evaluate consumer attitude regarding the strategic brand alliance of components branding with non-typical brand products and typical brand products. For the non-typical brand Miz, which has two shops at a department store in a capital region, and for the typical brand, two brands such as KENZO(fashion, perfume) and Sysley(cosmetics) were selected by the prior research.
The results of having been analyzed are as the followings. firstly, the strategic brand alliance by the brand components gives an effect positively to the typical brands, the allianced brand and the non-typical brand. Secondly, a product-similarity affect positively a strategic alliance brand, a typical brand and a non-typical brand as a result of having analyzed the influence of a product-similarity to the brand evaluation after strategic brand alliance. Thirdly, a concept-agreement affect positively a strategic alliance brand, a typical brand and a non-typical brand as a result of having analyzed the influence of a product-similarity to the brand evaluation after strategic brand alliance as being similar with a product-similarity. Fourthly, Typical brand name position(placement) has the positive effects to consumer attitude regarding a allianced brand under the circumstance of brand alliance between typical brand and non-typical brand.