확장된 브랜드의 브랜드 자산이 소비자의 고비용 지불용의에 미치는 영향

국문 초록 (Abstract)

본 연구는 서비스 브랜드가 제품 브랜드로 확장하는 데 있어 모 브랜드 차원에서의 성공 요인을 확인하고, 이러한 성공요인들이 확장된 브랜드에 미치는 영향을 확인하였다. 이를 위하여, 모 브랜드의 서비스 특성, 확장된 제품 브랜드의 자산형성, 확장된 브랜드에 대한 소비자의 태도로 구성된 세 구조로 나누어 검증하였다. 모 브랜드의 서비스 특성은 서비스 품질, 서비스 만족, 사회적 영향, 구전효과 등의 변수로 구성하였고, 확장된 제품에 대한 변수는 브랜드 인지도, 브랜드 친밀도, 브랜드 몰입도의 변수를 차용하여 각 변수들의 관계를 분석하였다. 본 연구의 실증분석을 위하여 국내에 거주하는 성인 소비자 230명을 대상으로 설문조사를 시행하여 연구모형에 대한 가설을 검증하였다. 본 연구의 가설검정결과 모 브랜드에 대한 만족에 서비스 품질과 사회적 영향이 긍정적인 영향을 미치는 것으로 나타났고, 확장된 브랜드 인지도, 브랜드 몰입도가 확장된 브랜드에 대한 소비자의 고비용 지불용의에 긍정적인 영향을 미치는 것으로 나타났다.
본 연구는 서비스 브랜드의 제품 브랜드로의 확장에 관한 소비자의 태도를 검증하였다는 데서 기존의 연구와 차별성을 보이며, 제품에서 제품 브랜드로의 확장에 관한 연구에 다소 치중되었던 관련 연구의 범위를 확장 하였다는 데 학문적 의의가 있다. 더불어, 본 연구의 결과를 통하여 모 브랜드 자산의 이전과 별개로 확장된 브랜드만의 브랜드 자산 형성의 중요성을 확인함으로써 마케팅 담당자에게 실무적 시사점을 제안한다.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌
• ABSTRACT

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