브랜드 가치에 따른 유통업체와 제조업체간 제휴에 관한 실증적 연구 = The Empirical Study of Alliance Between Distributor and Manufacturer on Brand Value

다국어 초록 (Multilingual Abstract)

This Research is to examine brand equity effects in alliance between private brands and national brands. More specifically explaining, as followed ;
First, how the brand equity affects consumer evaluations of brand alliance.
Second, how the brand equity of one partner brands on consumer evaluations of the brand alliance affects reciprocally.
The results of research suggest that merely the acting private brand’s ally with national brand’s elevates consumer evaluations of private brand equity more than before alliance. But in view of national brand’s, brand equity of private brands influences consumer perceptions of national brand equity in alliance. This results show that retailers or manufactures which are expecting alliance should understand importance for selecting their partners.

국문 초록 (Abstract)

최근 유통업체브랜드의 성장감소의 한계를 극복하기 위한 일환으로 제조업체브랜드와의 제휴가 대두되고 있다. 이에 본 연구에서는 유통업체브랜드가 제조업체브랜드와 제휴할 때, 고려해야 할 특성으로 브랜드 자산을 제시하고 브랜드 자산이 제휴평가에 어떤 영향을 미치는지 그리고 브랜드 제휴에 있어 각 파트너 브랜드의 자산이 상호 어떤 영향을 미치는 지를 규명하였다. 그 결과, 제휴평가에 있어서는 고자산 유통업체브랜드와 고자산 제조업체브랜드간의 제휴가 상대적으로 높게 나타났으며, 저자산 유통업체브랜드와 저자산 제조업체브랜드간의 제휴가 자산수준이 다른 브랜드 간 제휴(고자산 브랜드 대 저자산 브랜드)보다 높게 나타났다. 또한, 브랜드 제휴평가에 있어 파트너 브랜드간의 상호영향을 주는 것으로 나타났는데, 유통업체브랜드의 경우는 브랜드자산의 수준이 관계없이 제휴를 하는 것이 보다 높은 평가를 얻는 것으로 나타났으며 제조업체브랜드의 경우는 저자산 브랜드가 유통업체브랜드와 제휴를 하는 것이 더 효과적인 것으로 밝혀졌다.이러한 결과를 통해서 유통업체는 브랜드 자산의 수준에 상관없이 제조업체브랜드와 제휴를 하는 것이 유통업체브랜드의 인식을 호의적으로 변화시킬 수 있으며 특히 브랜드 자산수준이 낮은 유통업체브랜드는 저자산 제조업체브랜드와 제휴를 할 때조차도 제휴이전보다 유통업체브랜드의 평가가 높아짐을 알 수 있다.

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