Establishment of Positioning Strategies in accordance with the Brand Personality of Online Shopping Malls

온라인 쇼핑몰 브랜드 개성에 따른 포지셔닝전략 수립

  • Received : 2013.05.31
  • Accepted : 2013.08.02
  • Published : 2013.08.31


This study aimed to develop positioning strategies through the preparation of a positioning map by introducing brand personality to online shopping malls. Such a study will be able to furnish useful information for establishing differentiated marketing strategies in the online shopping mall market, which has faced fierce competition. For research subjects, the study was aimed at students who were attending S college in the Busan region. The results of an empirical analysis are as follows. The brand personality of online shopping malls were deduced to be the following factors: "competence refinement", "vitality", "intimateness", and "reliability". Then the study prepared a positioning map with these assessment attributes. As a result, there were mutually significant differences among competitive shopping malls in the positioning of consumers. The most differentiated attributes in the perception of the entire group were discovered to be "intimateness" and "vitality", whereas the least differentiated attribute was found to be "reliability". In addition, also in terms of the preference and ideal points for online shopping malls in accordance with brand personality between the entire group and segmented groups, there were mutually significant differences.


Brand Personality;Preference;Ideal Point;Positioning Map


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