유통업체 브랜드 가치가 브랜드 매력, 브랜드 동일시, 브랜드 충성도에 미치는 영향

Abstract

Private brand in marketing area become a main issue not only with the rapid growth of PB's market but also with interests from academic area over the past decade. The current dissertation advances understanding how private brand effects on brand attractiveness, identification, and royalty directly in case of experienced consumers who purchased farm products in discounted stores. The date came from 274 experienced consumers who bought farm products at three discounted stores in korea: Lotte-Mart, E-Mart, and Homeplus respectively. In this paper, private brand value is composed of three parts: utilitarian value, emotional value, and social value. Research model is on which multi-dimensional private brand value will be associated with brand attractiveness, and brand identification each, on which private brand attractiveness will affect brand identification and brand royalty respectively, on which private brand identification will be associated with brand royalty. The findings are indicated at three parts. First, multi-dimensional private brand value(utilitarian value, emotional value, and social value) was positively associated with brand attractiveness, and brand identification significantly. Second, private brand attractiveness was related with brand identification and brand royalty positively as I expected. Third, private brand identification was significantly associated with brand royalty positively. The implications of study are as follows. At first, this research contribute to expand the research area of PB's value and to facilitate researcher's interest to PB's value. Second, the importance of brand attractiveness was improved empirically and the result contribute to provide meaningful implications for future research. In practice, practical approach is necessary for discounted stores to enhance PB's value in order to raise up the brand compassion of PB's products. A strategic way is needed to advance brand attractiveness to discounted stores. The result on which brand attractiveness is a important factor to enhance brand royalty and brand identification means that differential strategy which is able to lead to positive compassion is necessary.