지역표시 브랜드 가치가 고객의 브랜드 선택에 미치는 영향에 관한 연구 = A Study on the Effect of the Value of Regionally Marked Brands on Customers’ Brand Choice

다국어 초록 (Multilingual Abstract)

Regional labeling brands are being applied to regional management for local tourism and investment purposes. In the market, regional labeling brands are one of the means to secure continuous repeated purchases by increasing customer loyalty and satisfaction based on the unique image of each region, giving pride to local residents, giving outsiders a sense of trust, expectations for visits, and motivation to purchase local products. This study provides a discussion for the marketing strategy of regional brand by examining the effects of factors such as quality, emotional value, price, and social value that make up the perceived value of customers on customer satisfaction and loyalty.
As a research scope and method, the value perceived by customers regarding products and services provided by regional brands was identified through a literature review, and the influence of the components of the identified perceived value, such as quality, emotional value, price, and social value, on customer satisfaction and loyalty was analyzed. As a result of the study, in the case of regional-labeled brands, values such as quality, emotional value, and price have a positive effect on the satisfaction and loyalty of regional-labeled brands. Social value was found to have a significant effect on satisfaction at some levels. It should be noted that consumer satisfaction and loyalty to regional-labeled brand products are not limited to quality and price, but are affected by emotional and limited social values. In addition, the relationship between satisfaction and loyalty is the result of being mediated by alternative attractiveness, and it was confirmed that alternative attractiveness significantly alleviates the relationship between satisfaction and loyalty.