업종별 브랜드자산 형성과정모델의 적합성과 설명력 = The Fitness and Explanatory Power of the Conceptual Framework of Brand Equity by Industry Types

다국어 초록 (Multilingual Abstract)

By reviewing the theoretical structure on causality between brand equity and its determinants, this study confirms brand equity determinants, and then explores the validity of brand equity determinants and fitness or explanatory power of brand equity model by industry types. In order to compare the importance of brand equity determinants with causality among specific determinants between products and services, three technical methods were used. First, the four factors confirmatory factor analysis(CFA) is conducted to confirm the difference of brand equity determinants according to the types of industry. Second, the structured equation model(SEM) analysis is conducted to confirm the fitness of brand equity causality model according to the types of industry. Third, the Z-test to comparing with two Multiple R, through Fisher's z' transformation, is conducted to verify the significance for the explanatory power of the regression equation according to the types of industry. In viewpoint of determinants and structured equation model of brand equity, it was proved to fit, and that the explanatory power of brand equity model have not the difference of significance in all industry types. However, the degree of influence power between path coefficients in the structured equation model of brand equity has the difference. In other words, the multidimensional determinants and causality of customer-based brand equity are basically the same for physical products and services, however, the power of influence among specific determinants can be relatively different in accordance with the specific situation of the products and services.

국문 초록 (Abstract)

본 연구는 브랜드자산 개념화의 기존 연구들을 고찰하여, 공통적인 구성요인을 확인하고 업종에 따른 브랜드자산 결정요인의 타당성과 브랜드자산모델의 적합성 및 설명력 차이를 검증하고자 하였다. 제품과 서비스 간 브랜드자산의 구성요인들과 요인 간 인과관계의 중요성을 확인하기 위하여 3가지 카테고리에서 실증분석을 실시하였다. 첫째, 업종별 브랜드자산의 결정요인의 차이를 확인하기 위하여 4요인 확증적 요인분석(confirmatory factor analysis: CFA)을 실시하였다. 둘째, 업종별 브랜드자산 구성요인 간 인과관계모델의 적합성 차이를 확인하기 위하여 구조방정식모델(structured equation model: SEM)분석을 실시하였다. 셋째, 업종별 브랜드자산 회귀방정식모델에 대한 설명력이 통계적으로 유의한 차이가 있는지를 확인하기 위하여 2개 업종씩 Mutiple R값을 Fisher's z'전환(transformation)하고 두 Multiple R값을 비교하기 위한 Z값으로 설명력을 비교․분석하였다. 연구결과 모든 업종의 브랜드자산 결정요인과 구성요인 간 구조방정식모델이 적합하며 모델 설명력의 유의한 차이가 없다는 것을 검증하였으나, 업종에 따라 브랜드자산 형성과정모델 내에서의 구성요인 간 경로계수(path coefficient)의 영향력 정도는 차이가 있는 것으로 나타났다. 즉 고객기반 브랜드자산의 다차원적 구성요인과 인과관계는 기본적으로 제품과 서비스에서 상이하지 않으나, 특정 제품 및 서비스가 속해 있는 특정 상황에 따라 구성요인 간의 영향력은 상대적으로 달라 질 수 있다는 것이다.

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