Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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The Alliance Strategy of Ingredient Brand by Entry Order of Parent Brand : Moderating Effect of Country of Origin

모 기업의 시장순위에 따른 성분 브랜드 제휴 전략 : 원산지의 조절효과를 중심으로

  • 홍서형 (부산경상대학교 IT.콘텐츠계열)
  • Received : 2018.02.19
  • Accepted : 2018.02.26
  • Published : 2018.02.28
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Abstract

This study suggested a brand alliance strategy of follow brand to overcome the leading brands. At the same time, we also examined the effect of Moderating the brand awareness of ingredient brands(high / low) and origin(favorable / unfriendly). First, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and brand awareness of ingredient brand. Second, purchase intention of alliance product showed significant interaction effect according to market entry order of parent brand and country of origin. Based on the results, we discussed about theoretical and practical implications of this study, limitations of this study, and future research.

본 연구는 후속 기업이 선도 기업을 극복하기 위한 성분 브랜드 제휴 전략을 제안하였다. 동시에 성분 브랜드의 브랜드 인지도(고/저)와 원산지(호의적/비호의적)의 조절효과에 대해서도 살펴보았다. 분석결과, 첫째, 소비자의 제휴된 제품에 대한 구매 의도는 모 기업의 시장진출순서와 성분 브랜드의 시장지위에 따라 유의한 상호작용 효과가 나타났다. 둘째, 소비자의 제휴된 제품에 대한 구매 의도는 모 기업의 시장진출순서와 원산지에 따라 유의한 상호작용 효과가 나타났다. 이상의 결과를 바탕으로 본 연구결과에 대한 이론적 및 실무적인 시사점과 본 연구에 대한 한계점, 향후 연구방향을 논의하였다.

Keywords

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