브랜드충성도 구축에 영향을 미치는 브랜드이미지 구성요소간의 관계에 대한 연구 - 중국시장에 진출한 글로벌브랜드를 중심으로 - = The Study on the Relationships among the Brand Image Factors that Influence on Building Brand Loyalty - Focusing on Global brand in the Context of China Market -

다국어 초록 (Multilingual Abstract)

Brand image marketing has been a critical part of a company's marketing program. Even
if there were a lot of studies about Brand image marketing and country of origin effect in
the past, but there were no sufficient research to investigate the close relationship among
Brand image factors that are in great detail in building global Brand loyalty.
Specifically, when a company enter some different country, it may has to consider and
adopt different and something suitable for those kinds of Brand image strategy. With these
in mind, first, we develop more suitable research model of the process in building global
Brand loyalty and second, investigate relationships among various Brand image factors and
a Brand loyalty variable in the context of china market.
Research conclusions are as followed. First, country manufacturing ability image of Brand
origin impacted functional benefit, but didn't impact sensory benefit and country attitude
impacted both social and symbolic benefit. Second, country manufacturing ability image and
country attitude impacted Brand image and Brand attitude. Third, various Brand benefits
impacted Brand image and Brand attitude, but social benefit didn't impact both and
symbolic benefit didn't impact Brand attitde. Most of all, sensory benefit was the most
important influencer to Brand image and attitude. and Finally Brand image impacted
Brand attitude and Brand loyalty and Brand attitude impacted Brand loyalty.

국문 초록 (Abstract)

과거 마케팅 영역에 있어 브랜드이미지는 해당 기업의 마케팅 프로그램의 수행에 있어 중요한 역할을 담당하여
왔다. 하지만, 브랜드이미지 차원의 다차원화 그리고 다양한 차원들 간의 관계를 좀더 정교하게 살펴본 연구는 많
지 않았다. 특히, 국제마케팅 분야에 있어 이러한 문제는 기존 국가에 써왔던 것과는 다른 그리고 해당 국가에 적
합한 브랜드이미지 전략을 적용할 필요가 있다는 점에서 하나의 전략적 이슈로 간주된다.
이러한 관점에서 본 논문은 중국시장에 진출한 글로벌브랜드를 대상으로 브랜드충성도 구축과정에 대한 프레임
웍을 제시하고, 다양한 브랜드이미지 차원들 간의 관계를 살펴보고자 하였다.
본 연구의 실증분석 결과, 먼저 브랜드 원산지의 제조능력은 기능적 효익에 영향을 미쳤지만 감각적 효익에는
영향을 미치지 못했으며, 국가태도는 사회적 효익과 상징적 효익 모두에 영향을 미쳤다. 하지만 브랜드 원산지의
제조능력과 국가태도는 브랜드이미지와 브랜드태도에 영향을 미치는 것으로 나타났다.
다음으로 브랜드효익과 브랜드태도 및 이미지와의 관계에 있어서는 특히, 사회적 효익의 경우 브랜드이미지와
브랜드태도 그리고 상징적 효익은 브랜드태도에 영향을 미치지 못하는 것으로 분석결과 나타났다.
마지막으로 브랜드이미지는 선행연구들과 일관되게 각각 브랜드태도와 브랜드충성도에 그리고 브랜드태도는 브
랜드충성도에 중요한 영향변수임을 알 수 있었다. 특히, 전반적으로 광고, 촉진 등의 마케팅 커뮤니케이션에 대한
지각이 브랜드 원산지에 대한 지각 보다 훨씬 브랜드충성도 구축에 긍정적인 역할을 하는 것으로 나타났다.

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