따로? 혹은 같이?: 제품전형성의 조절역할을 중심으로 유통업체 브랜드에 대한 상대적 선호에 관한 연구 = Apart? or Together? - A Study on the Relative Preference about Private Brands with a Focus on Moderating Role of Product Typicality

다국어 초록 (Multilingual Abstract)

Recently we may often find unfamiliar or unknown brands at large-scale discount stores or at convenience stores. Unlike the manufacturer`s brand, or national brand (NB) so called, well known to us, distributors also produce their own brand products (private brand: PB) or subcontract them to other manufacturers. Domestic PB`s are on sale in the variety of stores like large-scale discount stores, convenience stores, department stores and home shopping centers, where foods such as coffee, kimchi and beverage to household appliances, apparel and car washer are types of PB products. For all our interest in PB`s rapidly increasing over their growth, a perceptual difference in the brand hierarchy between PB and NB still exists. Distributors then need to set up their strategies to overcome the perceptual difference. To this end, we study to identify consumers` understanding of PB`s based upon their construal levels corresponding to the respective evaluation mode, and we add to investigate an moderating role of product typicality. We implement two experiments and report the results and discussion. Specifically, participants in the separate evaluation mode condition are primed at the higher construal level (BIF=14.35) compared to those in the joint evaluation mode condition(BIF= 11.08), which results in their differences in attitudes such that NB is preferred to PB in the joint evaluation mode (t=4.098), and that, in converse, PB is preferred to NB in the separate evaluation model (t=2.348). Furthermore, in the second experiment, we use capsuled detergent vs. liquid detergent for representing atypical characteristic of the product. In the joint evaluation mode, main effects of the construal level (F(1,96)=7.705, p=0,019) and product typicality (F(1,96)=49.747, p=0.000) are statistically significant as well as an interaction effect of them (F(1,96)=44.748, p=0.000). On the other hand, in the separate evaluation mode, the interaction effect of the construal level and product typicality (F(1,135)=2.527, p>0.1) is not statistically significant. Accordingly, in order for PB to be preferred to NB, enhancing an atypical attribute is more effective than doing a typical one. We suggest that if the firm develops the PB with an atypical attribute, a preference can be reversed toward the PB even under the competition with the NB. The following results and discussion are accessed.

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