지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The studies of retailer's brand equity, based on general brand equity research, have beenactively conducted in recent years. However, the examination of relationships among brandequity, attitude, and behavioral intention are still scarce in the retailing context, since theprevious studies have focused on just development of measurement scale itself. Hence, thisstudy investigated the relationships among retailer's brand equity, parent company's attitudeand intention to use for visit new retail format. The objective of this study is to providestrategic directions of brand equity management and business expansion implementation forretailers. Above all, this study attempted to find brand equity dimensions applicable to theexisting retailers by re-evaluating brand equity scales for retailers. For the empiricalanalysis, survey data were collected from the consumer patrons of four respective retailers,including department stores and discount stores. The regression analysis was conducted forhypothesis testing on department stores and discount stores, respectively. First, all brandequity components except reliability (awareness, associations, perceived quality and loyalty)had a positive effect on enhancing department store’s brand equity, which in turn had asignificant effect on parent company's attitude and intention to use a new retail format, i.e.
premium outlet. Next, all components except perceived quality (awareness, associations, loyaltyand reliability) had a positive effect on enhancing discount store’s brand equity, which in turnhad a significant effect on parent company's attitude and intention to use a new retail format,i.e. SSM (super supermarket). In addition, customers' positive attitudes towards the parentcompany had a positive effect on intention to use its new retail format in both analyses.
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참고문헌 (40)
참고문헌 신청
Kayaman, R. / 2007 / Customer-Based Brand Equity : Evidence from the Hotel Industry / Journal of Consumer Marketing 20(4):92~109
Keller, K. L. / 1993 / Conceptualizing, Measuring, and Managing Customer Based Brand Equity / Journal of Marketing 57(1):1~22
Koo, D. M. / 2003 / Inter-Relationships among Store Images, Store Satisfaction, and Store Loyalty among Korea Discount Retail Patrons / Asia Pacific Journal of Marketing and Logistics 15(4):42~71
Martin, I. M. / 2001 / The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity / Journal of Marketing Research 38(4):71~484
Morgan, R. M. / 1994 / The Commitment-trust Theory of Relationship Marketing / Journal of Marketing 58(3):20~38
Keller, K. L. / 1993 / Conceptualizing, Measuring, and Managing Customer Based Brand Equity / Journal of Marketing 57(1):1~22
Koo, D. M. / 2003 / Inter-Relationships among Store Images, Store Satisfaction, and Store Loyalty among Korea Discount Retail Patrons / Asia Pacific Journal of Marketing and Logistics 15(4):42~71
Martin, I. M. / 2001 / The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity / Journal of Marketing Research 38(4):71~484
Morgan, R. M. / 1994 / The Commitment-trust Theory of Relationship Marketing / Journal of Marketing 58(3):20~38
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