시장지위에 따라 기업 이미지가 신제품 평가에 미치는 영향: 소비자 동일시와 브랜드 친숙도의 매개효과를 중심으로 (The Influence of Corporate Image on New Product Evaluation by Market Position: Focused on the mediating effect of corporate-consumer identification and brand familiarity)

서지정보

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· 저자명 : 허원무, 정연승, 박경도

초록

본 연구는 기업 이미지에 관한 다양한 연구의 일환으로 기업의 능력과 기업의 사회적 책임이 시장지위에 따라 브랜드 친숙도와 기업-소비자 동일시와의 관계를 통해 소비자의 신제품 평가에 어떤 영향을 미치는지를 분석한 것이다.

영어초록

This paper is one of the various studies about corporate image, which analyzes the influence of corporate ability(CA) and corporate social responsibility(CSR) on consumer's new corporate-consumer identification, according to their market position.
The result shows that in case of superior market position, perceived corporate ability(CA) has influence on brand familiarity and corporateconsumer identification, on the other hand, in case of inferior market position, perceived corporate social responsibility(CSR) has influence on brand familiarity and corporate-consumer identification. Brand familiarity has influence on new product evaluation only in case of superior market position, corporate-consumer identification has influence on new product evaluation regardless of market position.
This result implies that the process which corporate ability(CA) and corporate social responsibility(CSR), through brand familiarity and corporate-consumer identification, form an attitude about new product evaluation according to their market position is asymmetric.
Therefore this paper can contribute to provide a proper guideline in selecting and concentrating of a company’s marketing and advertising activities, by focusing on corporate ability(CA) in case of superior market position, and focusing on corporate social responsibility(CSR) in case of inferior market position.

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