• 감성과학
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• 제11권4호
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• pp.653-667
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• 2008

디자인에 대한 중요성에도 불구하고 제품디자인에 대한 소비자의 행동적 반응과 관련된 연구는 상당히 부족한 실정이다. 특히 제품디자인에 대한 소비자의 심리적 반응에 대한 실증적 연구는 매우 부족하다. 따라서 제품디자인에 대한 반응과 브랜드 이미지나 브랜드 자산간의 관계에 대한 이해가 매우 제한적이라 할 수 있다. 본 연구는 제품 디자인에 대한 소비자의 심리적 반응을 통해 형성되는 디자인 이미지가 브랜드 이미지와 브랜드 자산에 어떠한 영향을 미치는지를 두 가지 제품 범주(효용제품과 상징제품)를 이용하여 검증하였다. 연구결과 두 가지 제품 범주 모두에서 제품 디자인 이미지는 브랜드 이미지에 긍정적인 영향을 미치는 것으로 나타났다. 또한 상징적 제품에서 디자인 이미지가 브랜드 자산에 영향을 미치는 것으로 나타났다. 그러나 효용 제품의 경우에는 제품 디자인 이미지가 브랜드 자산에 유의적인 영향을 미치지는 못하는 것으로 나타났다. 또한 두 제품군 모두에서 브랜드 이미지는 브랜드 자산에 유의적인 영향을 미치는 것으로 나타났다.

• 한국콘텐츠학회논문지
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• 제16권2호
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• pp.537-545
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• 2016

본 연구는 프랜차이즈 햄버거전문점의 브랜드자산과 행동의도와의 관계에서 국내외 브랜드의 조절효과를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 햄버거전문점에서의 브랜드자산 요인을 분석한다. 둘째, 브랜드자산이 행동의도에 미치는 영향을 연구한다. 셋째, 국내외 브랜드가 브랜드자산과 행동의도와의 관계에서 조절역할을 확인한다. 본 연구를 위한 모집단은 '80년대부터 지속적으로 브랜드자산을 형성해온 롯데리아, 버거킹, KFC, 맥도널드를 이용해 본 충청지역 대학생을 대상으로, 300부를 배포하여 최종적으로 253부를 분석 자료로 사용하였다. 연구결과는 첫째, 햄버거전문점의 브랜드자산 요인은 브랜드 인지, 브랜드 이미지, 브랜드 충성도의 3요인으로 분석되었다. 둘째, 브랜드 충성도, 브랜드 이미지, 브랜드 인지의 순으로 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 브랜드자산이 행동의도에 미치는 영향관계에서 국내외 브랜드는 조절작용을 수행하였다. 본 논문은 대형 업체 4곳으로 국한된 표본의 한계점을 지녔기에, 다양한 업체를 연구 대상으로 확대할 경우 의미 있는 결과를 기대할 수 있다.

• The Journal of Asian Finance, Economics and Business
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• 제4권3호
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• pp.5-17
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• 2017

This study extends research into whether disclosure of corporate and financial information is associated with firms' costs of equity capital. This study sets out to examine empirically the determinants of corporate disclosure in the annual reports of 37 largest and most liquid firms listed on Kazakhstan Stock Exchange (KASE) in Kazakhstan. It also reports the results of the association between company-specific characteristics and disclosure of the sample companies. Based on the analysis of existing empirical research, the disclosure index has been constructed and regression analysis of the influence of the disclosure index on the cost of equity capital has been conducted. The obtained results show that the received findings correlate with foreign empirical studies, and the disclosure index in this sample has a negative impact on the cost of equity capital. Using cost of equity capital estimates derived from capital asset pricing model, we find that firms with higher levels of financial transparency are associated with significantly lower costs of equity capital. Economic theory assumes that by increasing the level of corporate reporting, firms not only increase their stock market liquidity, but also decrease the investors' estimation risk, arising from uncertainty about future returns and payout distributions. The results show that firms on the Kazakhstan market can reduce their cost of equity capital by increasing the level of their voluntary corporate disclosures.

• 한국의류학회지
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• 제28권7호
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• pp.1007-1018
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• 2004

Luxury fashion brand business is one of the most successful global businesses in these days. The luxury fashion brands with strong brand power permeates through various regions of the world with high added value and buying power. This study was conducted to determine the dimensions of the luxury fashion brand equity so that the fashion marketers can develop strategies to increase their brand power. ID find out the dimensions of the luxury fashion brand equity, qualitative as well as quantitative research methods were employed. Qualitative research was conducted by interviewing 12 consumers who were loyal to the luxury fashion brands. A total of ten dimensions(uniqueness, sophistication, display, economical and utility value, overall pleasure, satisfaction, reputation, trust respect, social acceptance) were identified as a result of the literature review and the qualitative analysis, and a questionnaire was developed based on them. The questionnaire was administered to 250 subjects and the responses were analyzed by factor analysis to confirm the dimensions empirically. As a result of factor analysis, 7 dimensions of fashion luxury brand equity are ＇chic and pleasure＇, ＇trust＇, ＇distinction＇, ＇reputation＇, ＇economical and utility value＇, ＇social acceptance＇, and ＇status＇. First, ＇reputation＇, ＇economical and utility value＇ and ＇social acceptance＇ are similar to the result of the literature review and the qualitative analysis. Next, ＇Chic and pleasure＇ included ＇overall pleasure＇,＇display＇and＇sophistication＇that were identified previously. We knew that People would expect emotional responses such as display through luxury fashion brand. ＇Trust＇ included ＇trust＇ and ＇satisfaction＇ that were identifed previously. ＇Distinction＇ included ＇uniqueness＇ and ＇respect＇ that were identifed previously. Finally, ＇status＇ included ＇sophistication＇ and ＇reputation＇ It seemed that the concept of ＇sophistication＇ was near symbolic rather than descriptive.

• 한국콘텐츠학회논문지
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• 제14권9호
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• pp.484-493
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• 2014

본 연구는 뷔페레스토랑의 브랜드 자산과 고객만족, 충성도와의 관계를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 뷔페레스토랑 고객이 지각하고 있는 레스토랑의 브랜드 자산을 측정한다. 둘째, 측정된 변수인 브랜드 자산, 고객만족, 충성도를 요인분석 한다. 셋째, 브랜드 자산이 고객만족, 충성도에 미치는 영향을 연구한다. 넷째, 고객만족이 충성도에 미치는 영향을 연구한다. 본 연구를 위한 모집단은 경기 남부 지역 뷔페레스토랑을 이용하고 있는 고객들을 대상으로 하였고, 레스토랑에서 일대일 면접형식으로 진행하였으며, 250부를 배포하여 최종적으로 221부를 SPSS 18.0과 AMOS 18.0을 활용, 분석 자료로 사용하였다. 연구결과는 첫째, 뷔페레스토랑의 브랜드 자산은 고객만족에 부분적으로 정(+)의 영향을 미쳤다. 둘째, 뷔페레스토랑의 브랜드 자산은 충성도에 어떠한 영향도 끼치지 않았다. 셋째, 뷔페레스토랑의 고객만족은 충성도에 정(+)의 영향을 미쳤다.

• 유통과학연구
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• 제21권5호
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• pp.75-82
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• 2023

Purpose: This research aims to test the measurement invariance of the consumer-based brand equity scale on Turkish and Syrian university students who live together but are from different cultural groups. Research design, data, and methodology: The consumer-based brand equity scale developed by Buil et al. (2008) is applied to the participants. In testing the consumer-based brand equity scale, the Netflix brand, which is considered well-known by both cultural groups, is preferred. It is thought that choosing an internationally recognized brand would facilitate the conduct of this research. Structural invariance and measurement invariance are tested using structural equation modeling. Results: The consumer-based brand equity scale has measurement invariance on Turkish and Syrian university students. Therefore, it has been revealed that the responses of participants from both cultures regarding the Netflix brand are comparable. Conclusion: The findings of the study provide clues for practitioners to review their distribution strategies. As a matter of fact, cultural studies conducted in different countries are common. Still, the originality of this study is ensured by the profile of participants who live in the same country but come from different countries.

• CRM연구
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• 제3권2호
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• pp.43-68
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• 2010

본 연구는 최근 대학경영에 있어서 '고객'이라는 개념의 인식과 고객지향적 경영전략의 중요성이 확대됨에 따라 대학산업에 적합한 전사적 CRM 전략을 본격적으로 논의하기위한 토대로써 대학의 유형별 CRM 전략 요소의 차이점을 검증하고자 하였다. 이를 위해 CRM 전략의 핵심 프레임워크인 CRM 프로세스(CRM Process)와 고객자산가치 운영요소(Customer Equity Drivers) 이론을 중심으로 대학경영에 적합한 CRM 전략요소 측정도구를 개발하고, 대학의 평가순위과 대학의 소재 지역에 따라 구분되는 12가지 대학유형간의 차이를 다변량 분산분석 (MANOVA)을 통해 검정하였다. 분석결과, CRM 프로세스 활동과 고객자산가치 요소들의 수준이 대학의 평가순위 그룹유형에 대해서는 유의한 차이가 있지만, 대학의 소재 지역 그룹유형에 대해서는 통계적으로 유의한 차이가 존재하지 않았다. 즉, 관계획득활동과 관계강화활동이 상위권 대학과 하위권 대학에서 유의하게 차이가 나는 것을 알 수 있었고, 고객자산가치 요소 중 상위권 대학의 브랜드가치와 관계가치는 중위권 대학 및 하위권 대학과 유의한 차이가 발견되었으며, 또한 상위권 대학의 제품/서비스 가치(구매가치)는 하위권 대학의 구매가치와, 그리고 중위권 대학의 브랜드 가치는 하위권 대학의 브랜드 가치와도 분명한 차이가 존재한다는 것을 알 수 있다.

• 복식문화연구
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• 제14권4호
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• pp.684-697
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• 2006

The purpose of this study was to exam the effect of fashion social responsibility of fashion corporate brand on brand attachment and equity. A total of 217 female college students in Seoul and its suburb responded for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used for this study. As the result, first, corporate social responsibility was classified into five factors such as social service, public local facility, economic responsibility, consumer protection and environmental protection factors. Second, brand attachment was classified into four factors such as love, interest, perception and trust factors. Third, brand equity was classified into four factors such as loyalty, quality-image, marketing and recognition factors. Generally, fashion social responsibility factors was correlated with higher scores on brand attachment and brand equity. Finally, the results revealed that corporate social responsibility accounted for 12% of the explained variance brand attachment, also brand attachment accounted for 32% of the explained variance brand equity, while Corporate social responsibility accounted for 14% of the explained variance brand equity. Based on these results, fashion brand marketing strategies would be suggested.

• 한국의류학회지
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• 제34권2호
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• pp.242-251
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• 2010

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.843-854
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• 2020

The present study aims to analyze factors of brand equity in the retail stores in Vietnam; to recognize sub-dimensions connected with the forms of brand equity and thereby study the extent of the relationship among bases of market segmentation and brand equity. The present research made a collection of data by conducting a preliminary study. Responses were collected from the customers through a structured questionnaire to buy goods and services from the retail store in Vietnam. The sample size selected for the study was 196. The study applied various statistical tools, namely, Cronbach's Alpha for reliability checking, correlation and regression statistics with the support of SPSS Software. The brand association is treated as a vital determinant of brand equity that significantly influences the bases of market segmentation. Further, the study also recognized the fact that the majority of consumers who prefer to buy from retail stores are young and in the age-group of 18-24 years. The present study made an initial attempt to study the relationship among bases of market segmentation with the factors related to brand equity; thereby to offer a novel conceptual framework designed for retail stores in Vietnam for brand positioning.