브랜드 행복지수 개발에 관한 연구 -자동차 브랜드를 중심으로 = A Study of Brand Happiness Index Development -Focused on Automobile Brand

다국어 초록 (Multilingual Abstract)

This study focused on identifying relationship between brands and consumers`` happiness and developing brand happiness index(BHI) to compare the influences on consumers`` happiness among each brands. We developed BHI through depth interview, pretest using lap top computer brands, and online survey using automobile brands. Depth interviews showed that consumers`` happiness aroused by brands consisted of 3 categories; psychological values, positive emotions, and negative emotions. We related the results to the literature on studies about happiness by dividing consumers`` happiness into psychological values and emotional values. Psychological values and positive emotions affect consumers`` happiness positively but negative emotions affect consumers`` happiness negatively. 10 sub factors were founded in three categories of brand happiness index; achievement, sense of belonging, superiority, and ethics for psychological values, warmth, marvelous, and excitement for positive emotions, and helplessness, boredom, and angry for negative emotions. After developing, testing, and refining of variables for BHI scales through pretest using 141 respondents of lap top computer brands, we implemented online survey to confirm BHI scales based on 1,350 respondents for 9 automobile brands. To estimate each auto brands`` BHI we used weighted value of standardized regression coefficients on happiness. Results showed that QM5 had highest BHI and K3, K5, and SM5 also had relatively high BHI. SM3, AVANTE, and SONATA had relatively low level of BHI. The results of comparing BHI based on automobile categories showed that BHI of SUV was significantly higher than BHI of compact car and that each brands`` BHI also significantly different within SUV and compact car categories. This implicated that consumers`` happiness induced by brands can be managed through BHI which includes psychological values and emotional values and that it``s possible to estimate the differences in brand happiness of each brands that affect consumers.

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