브랜드 파트너링(Brand Partnering): 부정적 정보의 역할 (Brand Partnering: The Role of Negative Infomaition)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 21권 / 6호 / 161 ~ 186페이지
· 저자명 : 최인혁, 김훈구, 조희정

초록

최근 브랜드의 중요성은 나날이 증가하고 다양해진 소비자들의 욕구를 충족시키기 위해 기업들은 브랜드 제휴를 통해 브랜드의 자산 가치를 높이려는 노력을 많이 하고 있다. 이에 최근 기업의 평판에 대한 분야에서 논의되고 있는 기업 신뢰성을 브랜드 제휴에 접목시켜 브랜드 신뢰성으로 확장하여 브랜드 신뢰성에 따라 파트너 기업 브랜드가 제휴 기업 브랜드에 어떠한 영향에 미치는지에 대하여 알아보았다. 여기서 좀 더 나아가 파트너 기업 브랜드의 신뢰성의 정도가 제휴 기업 브랜드에 끼치는 영향이 부정적 정보의 강도와 유형에 따라 어떻게 다른지에 대하여도 자세히 알아보았다. 연구결과, 파트너 기업 브랜드의 신뢰성 수준은 제휴 기업 브랜드의 소비자 태도에 영향을 미치는 것으로 나타났으나 부정적 정보의 강도와 부정적 정보의 유형은 제휴 기업 브랜드에 영향을 미치지 못하는 것으로 나타났다. 하지만, 파트너 기업 브랜드의 신뢰성은 파트너 기업 브랜드의 부정적 정보의 강도와 유형에 따라 제휴 기업 브랜드의 태도에 영향을 미치는 것으로 나타났다

영어초록

In recent years, the importance of brand marketing is increasing day by day because this companies are multi-pronged effort to raise its brand value through brand alliances. In addition, companies are feeling the only limit its brand to meet the needs of various consumer made, resulting in a tendency to partnering with other brands is increasing gradually. In addition, as full-fledged research on brand equity is also being began research on the reliability with businesses and brands.
Some people believe that trust is the authenticity and integrity of the partners, the company is associated with the idea of forming the consumer will provide the best benefit to the consumer.
Also, when the consumer confidence is placed in the uncertain was a decision situation, reduces the uncertainty of the consumer. For this reason companies are multi-faceted effort to increase the reliability of the consumer to the enterprise.
This means that the company is a reliable enterprise faith of consumers for companies that provide goods that meets the needs of the consumer, and is composed of the technical aspects of professionalism and moral aspects of authenticity. Therefore, companies are simply trying to get the trust of consumers rather than businesses to improve the economic indicators.
This study is being conducted actively in recent reliable study on the company's reputation by combining the branded indeed why do you evaluate the companies improve reliability and characters.
And previous studies have also conducted a study to limit the strength of some of the information or information specific to consumers encounter. But the problem Consider the strength to see all of the information consumers feel the same way for the same information.
This study is divided into factual information and evaluative information, based on the demonstrated significant potential in contact with the information consumer, the strength of the information, also the separation of the groups according to the strength of consumers feel the same information for the study was performed.
Research, led companies brand has been shown to negatively evaluate information differently depending on the reliability of the partner brands. Results reliable partners due to the high negative information on affiliated enterprises is lower than brand partners studied the effect appears to be larger.
In other words, consumers were more negative information is evaluated largely due to spillover effects are highly reliable partner for the corporate brand of corporate brand.
Consumers also showed that the reliability of corporate brand, consumers rated highest by far in the negative for the company's brand partnership with the strength of the negative information when you encounter factual information on the partner company's brand.
However, the reliability of corporate brands showed lower consumer does not have a significant impact on the assessment of the affiliated company's brand, regardless of the type or intensity of the information of the partner company's brand.
This gives indirectly show that the more reliable the brand transition effects for negative information appears to be greater for the brand the more reliable the brand more measures are required with respect to the type and intensity of negative information.

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