브랜드 지식이 지각된 브랜드 가치, 브랜드 만족도, 브랜드 충성도에 미치는 영향: 중국 휴대폰을 중심으로 (The Effect of Brand Knowledge on Perceived Brand Values, Brand Satisfaction, and Brand Loyalty: Focuses on Chinese Mobile Phone)

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 24권 / 2호 / 167 ~ 182페이지
· 저자명 : Chang Yu, 김정희

초록

Purpose: This study investigated ways to increase the perceived brand value of consumers by accurately providing brand knowledge to consumers and to improve brand satisfaction and brand loyalty.
Research design, data, and methodology: To test hypotheses, 395 customers using Chinese mobile-phone brands were surveyed using a questionnaire translated into Chinese at the largest survey site in China. This online survey was conducted from February 15, 2020 to March 01, 2020. 357 copies of the final valid samples were used for our empirical analysis.
Results: First, consumers' mobile phone brand knowledge was classified into subjective brand knowledge and objective brand knowledge. Both subjective brand knowledge and objective brand knowledge had a significant positive (+) effect on perceived brand value. Second, the perceived brand value of consumers is classified into functional values, emotional values, social values, and economic values, of which functional values and social values had a significant positive (+) effect on brand loyalty. Third, among consumers' perceived brand value, functional values and social values had a significant positive (+) effect on brand loyalty. Fourth, consumer's brand satisfaction has a significant positive (+) effect on brand loyalty.
Implications: In general, the more expensive specialty products are, the higher the risk of purchase. Therefore, consumers try to minimize the risk of wrong decision-making by searching for various information related to the brand or by acquiring knowledge through experience before purchasing a brand. To retain loyal customers with a favorable attitude toward the brand in the long term, companies should, above all, provide right information about the brand to support them to increase their levels of brand knowledge. In addition, to realize customer satisfaction, companies should provide the functional, emotional, social, and economic value of the brand to customers.

영어초록

Purpose: This study investigated ways to increase the perceived brand value of consumers by accurately providing brand knowledge to consumers and to improve brand satisfaction and brand loyalty.
Research design, data, and methodology: To test hypotheses, 395 customers using Chinese mobile-phone brands were surveyed using a questionnaire translated into Chinese at the largest survey site in China. This online survey was conducted from February 15, 2020 to March 01, 2020. 357 copies of the final valid samples were used for our empirical analysis.
Results: First, consumers' mobile phone brand knowledge was classified into subjective brand knowledge and objective brand knowledge. Both subjective brand knowledge and objective brand knowledge had a significant positive (+) effect on perceived brand value. Second, the perceived brand value of consumers is classified into functional values, emotional values, social values, and economic values, of which functional values and social values had a significant positive (+) effect on brand loyalty. Third, among consumers' perceived brand value, functional values and social values had a significant positive (+) effect on brand loyalty. Fourth, consumer's brand satisfaction has a significant positive (+) effect on brand loyalty.
Implications: In general, the more expensive specialty products are, the higher the risk of purchase. Therefore, consumers try to minimize the risk of wrong decision-making by searching for various information related to the brand or by acquiring knowledge through experience before purchasing a brand. To retain loyal customers with a favorable attitude toward the brand in the long term, companies should, above all, provide right information about the brand to support them to increase their levels of brand knowledge. In addition, to realize customer satisfaction, companies should provide the functional, emotional, social, and economic value of the brand to customers.

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