주된 브랜드의 시장지위에 따른 성분형 브랜드 제휴가 소비자 태도 변화에 미치는 영향 (A Study on a Influence upon the Consumer's Attitude ensuing the Market Position of Host Brand by the Ingredient Branding)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 23권 / 2호 / 1 ~ 20페이지
· 저자명 : 주태욱, 김세연

초록

본 연구에서는 주된 브랜드의 시장지위에 따른 성분형 브랜드 제휴가 소비자 태도 변화에 미치는 영향에 대해서 알
아보았다. 동시에 이러한 주된 브랜드의 시장지위에 따른 효과 차이에 조절적 영향을 주는 요인으로, 성분형 브랜드
의 성격(실용적/쾌락적), 성분형 브랜드의 결합 방법(타사 성분형 브랜드와 결합하는 방법/자사 성분형 브랜드와 결
합하는 방법)이라는 변수에 대해서 살펴보았다.
실험결과, 성분형 브랜드 제휴 시, 주된 브랜드의 시장지위가 높을 때 보다 낮을 때 소비자의 태도가 더 호의적으
로 변화하였다. 또한 이러한 주된 브랜드의 시장지위에 따른 효과는 성분형 브랜드의 성격이 쾌락적일 때 보다 실용
적일 때, 또한 성분형 브랜드의 결합방법이 자사 성분형 브랜드와 결합하는 방법일 때 보다 타사 성분형 브랜드와 결
합하는 방법일 때 더욱 두드러지게 나타났다. 따라서 본 연구는 성분형 브랜드 제휴에 대한 보다 폭 넓은 관점을 제
공해 주었다. 마지막으로, 본 연구결과의 이론적 및 실무적 시사점, 그리고 본 연구의 한계점 및 향후 연구방향에 대
해서 논의하였다.

영어초록

Ingredient branding is a special strategy of co-branding, as it is called a brand bundling or a brand
alliance. That is to say, co-branding is a strategy that joins equally two or more real brands and
deals in one brand(e.g. LG-IBM). However, ingredient branding is a strategy that joins a brand to
a ingredient of another brand. In this situation, the brand, a ingredient of another brand, is called a
ingredient brand and the brand joined the ingredient brand is called a host brand(Desai and Keller
2002; Keller 2003). Therefore, in a ingredient branding, the ingredient brand is a critical element
which affects consumer's decision-making(Norris 1992; Keller 2003).
Nowadays, the frequency of using ingredient branding strategy than co-branding strategy has
increased sharply(Keller 2003; Simon and Ruth 1998). Consequently, the interest in ingredient
branding strategy is on the increase from both an academical and managerial standpoint.
Therefore, the purpose of the current research is to study how the ingredient branding affects
consumer's attitude according to the market position of host brand. At the same time, this study
also identifies and examines the potential moderating factors which make a difference of the
effect depending on the market position of host brand, such as ingredient brand type (hedonic
brand vs. utilitarian brand) and the joint method of ingredient brand (self-branded ingredient
branding vs. co-branded ingredient branding). In the concrete, hypothesis 1 predicts that
consumer's attitude toward host brand by the ingredient branding will be more positive when the
market position of host brand is low than it is high. Hypothesis 2 predicts that the differential
effect of host brand's market position will get more noticeable when the type of ingredient brand
is utilitarian than hedonic. Hypothesis 3 predicts that the differential effect of host brand's market
position will get more obvious when the joint method of ingredient brand is co-branded
ingredient branding than self-branded ingredient branding.
In the present study, we tested theses hypotheses by 2×2×2 between subjects design. First,
pretests are carried out to develop the stimulus materials and experimental manipulations and then
the actual experiment are implemented.
The results show that there is a different influence between 2 conditions ; when the market
position of host brand by the ingredient branding is high and low. In other words, the main effect
between high and low market position of host brand by the ingredient branding is
significant(F(1,226)=44.942, p＜.01). The consumer's attitude to host brand by the ingredient
branding is more favorable when the market position of host brand is low(M=0.55) than it is
high(M=-0.08). Thus, H1 is supported. Moreover, the interaction effect between market position
of host brand and type of ingredient brand is significant(F(1,226)=7.890, p＜.05). The effect size
is significantly greater in utilitarian ingredient brand than hedonic. Thus, H2 is supported. The
interaction effect between market position of host brand and joint method of ingredient brand is
also significant(F(1,226)=4.978, p＜.05). The effect size is significantly greater in co-branded
ingredient branding than self-branded ingredient branding. Hence H3 is also supported.
Lastly, the theoretical and practical implications of this study are presented, In addition,
limitation and further study directions are discussed.

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