지역이미지와 농가공품이미지간의 유사성과 지역대표특산물의 브랜드자산이 지역농가공품의 구매의도에 미치는 영향 - 청도지역과 청도반시의 브랜드자산을 중심으로- = The Effect of Similarity between Regional Image and the Processed Agricultural Product Image and Brand Equity of a Typical Local Product on Purchase Intention of Regional Processed Agricultural Product

다국어 초록 (Multilingual Abstract)

This study uses the structural equation model of brand extension to verify the effect of similarity between regional image and processed agricultural product image and brand equity of a typical local product on perceived quality and purchase intention of regional processed agricultural product.
Considering “Cheongdo” as place umbrella brand, or parent brand, and agricultural processed products in Cheongdo as partner brand, or extended brand, this study examines the structural relationship of similarity between regional image of Cheongdo and the image of regional processed agricultural products and brand equity of a typical local product “Cheondo Banshi” that affects the purchase decision of regional processed agricultural products. Research shows that the higher the similarity between regional image and the image of a regional processed agricultural product as well as brand equity of a typical local product, the higher the perceived quality becomes which leads to higher purchase intentions. The study also reveals that the brand equity of a typical local product is an important variable that has a direct and indirect effect on purchase intention for regional agricultural processed products. The study suggests increasing suitability between regional image and the image of a regional processed agricultural product and establishing brand equity of a typical local product.

국문 초록 (Abstract)

본 연구는 본 연구는 지역공동브랜드의 브랜드확장 견지에서 지역이미지와 지역농가공품 이미지간의 유사성과 지역대표특산물의 브랜드자산이 지역농가공품의 지각된 품질과 구매의도에 미치는 영향을 구조방정식모델로 검증하였다. 본 연구는‘청도’를 지역공동브랜드 또는 모상표, 청도에서 생산되는 농가공품브랜드를 파트너브랜드 또는 확장상표로 간주하고 청도지역이미지와 농가공품이미지의 유사성과 청도지역대표특산물인 청도반시의 브랜드자산이 지역농가공품 브랜드의 구매의도에 미치는 구조적 관계를 살펴보았다. 연구결과, 지역이미지와 지역농가공품 이미지간의 유사성이 높을수록, 지역대표특산물의 브랜드자산이 클수록 지역농가공품의 품질을 높게 지각하며 나아가 구매의도도 증가함이 밝혀졌다. 또한 지역대표특산물을 브랜드자산은 지역농가공품의 구매의도에 직접적으로도 영향을 미치는 중요한 변수임을 확인하였다. 본 연구는 지역농가공품의 매출증대를 위해서는 지역이미지와 농가공품이미지간의 유사성이 중요하며, 지역대표특산물의 브랜드자산을 구축할 필요가 있음을 제안한다.

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