지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The recent entry and heated competition of numerous fashion brands in the luxury fashion market have all compelled luxury businesses to change. The issue of brand equity has emerged as one of the most critical areas for luxury marketing management. Despite strong interest in the subject, there is little evidence of how brand equity is created by marketing activities and what their effects are. This study identifies the effects of luxury marketing activities on the brand equity of luxury items, utilizing Keller's (2001) 'CBBE (Customer Based Brand Equity) Model' as a theoretical framework. Based on literature review, a conceptual model for brand signature, heritage, premium price, controlled distribution, and promotion on customers' view on brand equity was tested. To test the hypothesized building paths of luxury brand equity, statistical analysis were performed with an AMOS 7.0 program using a confirmatory factor analysis and structural equation model. The results were: First, luxury brand equity was defined in terms of four components (brand awareness/association, customer judgment, customer feeling, and customer-brand resonance). Second, the proposed conceptual framework of this study was partially significant. We can provide an effectiveness of Keller's CBBE model to conceptualize the building process of luxury brand equity; subsequently, marketers should develop core elements to position a brand strategy to create a competitive advantage.
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참고문헌 (58)
참고문헌 신청
Aaker, D. A. / 1991 / Managing brand equity: Capitalizing on the value of a brand name / Free Press
Aaker, D. A. / 1996 / Measuring brand equity across products and markets / California Management Review 28(3):102~120
Alba, J. W. / 1987 / Dimensions of consumer expertise / Journal of Consumer Research 13(4):411~453
Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16(1):76~94
Baldauf, A. / 2003 / Performance consequences of brand equity management; evidence from organizations in the value chain / Journal of Product & Brand Management 12(4):220~236
Aaker, D. A. / 1996 / Measuring brand equity across products and markets / California Management Review 28(3):102~120
Alba, J. W. / 1987 / Dimensions of consumer expertise / Journal of Consumer Research 13(4):411~453
Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16(1):76~94
Baldauf, A. / 2003 / Performance consequences of brand equity management; evidence from organizations in the value chain / Journal of Product & Brand Management 12(4):220~236
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