브랜드 이미지가 채널 충성도에 미치는 영향에 관한 연구 : MBC·KBS·SBS를 중심으로 = (A) study on the effect of brand image on the channel loyalty : base on the MBC·KBS·SBS

다국어 초록 (Multilingual Abstract)

Today is a period of brand competition. Especially, brand image has become more important. The positive brand image changes behavior of consumers. Brand image has been studied from various field. However, the study of channel brand image is not enough.
Prior to this study, almost all other studies of channel brand image have been studied only brand personality dimension and centered cable channel. Therefore it is very important to figure out what channel brand image of three main broadcast(MBC, KBS, SBS) and how the channel loyalty is effected by the influential factors of channel brand image.
This study investigated the relationship of the influential factors of brand image and the channel loyalty. And the MBC, KBS, SBS Channel brands were selected this study. Pre-test(FGI & Pre-survey) was performed to find out what a channel brand comes to consumer's mind.
Statics evaluation was done using SPSS window-10.0 PC program. And in order to test influence relation between the influential factors of brand image and brand image(brand personality, brand association) and between the brand image and channel loyalty, the regression analysis is used.
In this study, result of study about relationship of the influential factors of brand image and the channel loyalty was different each other broadcast channel brand. But channel brand association affected channel loyalty in common.
The main results of MBC are following
First, brand association of MBC was affected by program performers, brand name-advertisement, program PD, initiative of news program.
Second, brand personality of MBC was affected by program quality, program PD, initiative of news program, respect of audience, TV station management.
Third, channel loyalty of MBC was affected by brand association, brand personality
The main results of KBS are following
First, brand association of KBS was affected by program performers, brand name·advertisement, program PD, initiative of news program, TV station management.
Second, brand personality1(competence, sincerity, toughness) of KBS was affected by program performers, program quality, initiative of news program, TV station management.
Third, brand personality2(interest, refinement) of KBS was affected by program performers, brand name·advertisement, initiative of news program, respect of audience.
Forth, channel loyalty of KBS was affected by brand association, brand personality1.
The main results of SBS are following
First, brand association of SBS was affected by program performers, brand name·advertisement, initiative of news program, TV station management.
Second, brand personality1(competence, sincerity, toughness) of SBS was affected by initiative of news program, respect of audience, TV station management.
Third, brand personality2(interest, refinement) of SBS was affected by program performers, brand name·advertisement, initiative of news program, respect of audience.
Forth, channel loyalty of SBS was affected by brand association, brand personality2.
In conclusion, these findings have important implication to marketing managers. To make positive channel brand image marketing managers should enhance quickness, accuracy, objectivity of news program. It can be tip that raises channel loyalty of audience.
In the future, more research efforts should be dedicated to finding out the relationship of the influential factor of channel brand image and channel loyalty.

목차 (Table of Contents)

• 목차 = i
• Ⅰ. 서론 = 1
• 1. 문제제기 및 의의 = 1
• 2. 연구목적 = 3
• Ⅱ. 이론적 배경 및 관련문헌 고찰 = 5
• 1. 브랜드 이미지의 개념 및 구성요인 = 5
• 1) 브랜드 이미지에 대한 학자들의 논의 = 5
• 2) 브랜드 연상의 개념 및 특성 = 8
• 3) 브랜드 개성의 개념 및 기능 = 10
• 2. 방송시장에서의 채널이미지 = 13
• 1) 방송시장의 변화와 현황 = 13
• 2) 방송시장에서의 브랜드에 관한 논의 = 18
• 3. 브랜드 이미지와 방송사 채널 이미지에 관한 선행 연구 = 19
• 1) 브랜드 이미지 및 개성에 관한 선행 연구 = 19
• 2) 방송사 채널 이미지에 관한 선행 연구 = 21
• Ⅲ. 연구문제 = 25
• 1. 연구문제·가설 및 연구모형 = 25
• Ⅳ. 연구방법 = 29
• 1. 조사대상 및 자료수집 방법 = 29
• 1) 분석 대상 선정 = 29
• 2) 조사 설계 및 자료 수집 = 30
• 2. 설문문항의 구성 및 측정 = 31
• 1) 채널 브랜드 이미지 영향요인의 측정변수 = 31
• 2) 브랜드 이미지의 측정 변수 = 35
• 3) 수용자 채널 충성도 측정 변수 = 35
• 3. 분석 방법 = 36
• Ⅴ. 연구 결과 = 38
• 1. 응답자의 인구통계학적 특성 = 38
• 2. 채널 브랜드에 대한 기초 통계 분석 = 40
• 1) 인구통계 변인에 따른 채널연상 이유 = 40
• 2) 인구통계 변인에 따른 주 시청 채널 선택 이유 = 44
• 3. 측정 도구의 신뢰성 검증과 요인 추출 = 49
• 1) 측정 변수의 신뢰성 검증 = 49
• 2) 측정변수의 요인 분석 = 51
• 4. 연구 가설 검증 및 결과 분석 = 55
• 1) 연구 가설 1의 검증 = 55
• 2) 연구 가설 2의 검증 = 60
• 3) 연구 가설 3의 검증 = 70
• 4) 연구 결과 모형 = 75
• Ⅵ. 결론 및 논의 = 77
• 1. 연구결과 요약 및 논의 = 77
• 2. 한계점 및 미래 연구 제안 = 82
• 참고문헌 = 84
• 채널 브랜드 이미지에 관한 연구 = 89
• ABSTRACT = 101