브랜드경쟁력지수 측정 모델 개발에 관한 연구

초록

This study is performed in order to develop a model for measuring and managing brand competitiveness. We define the concept of brand competitiveness and constructed a model based on the previous studies on brand equity. Furthermore, this study proposes a conceptual framework for measuring ‘customer based brand competitiveness (CBBC)’ and analyzes empirical data from a consumer perspective. In particular, brand awareness, brand image and customer relationship are included as input variables and brand-related behavioral intention and brand loyalty are included as output variables in the model. We tested the proposed model using the samples of users and of non-users (for 80 brands in 15 durable and 5 nondurable product classes). The data were analyzed using a method of partial least squares. Statistically significant results for most paths were obtained. It can be claimed that this brand competitiveness model offers some benefits. Firms may improve the practice of brand management by using impact scores (or regressive coefficients) of antecedents and consequent components and also indices of brands which may indicate overall competitiveness. Besides, we may acquire strategic implications from distinctive characteristics between user and non-user groups for each brand.

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