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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제19권 제1호
발행연도
2009.1
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37 - 49 (13page)

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The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer’s attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers’ loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers’ brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

市场环境的竞争日趋激烈，要求企业把他们的产品投入到国际市场。但是如果不能对消费者的核心价值观和需求进行深入了解并作出充分的反应，企业就无法在全球消费市场获得有竞争性的影响力。 品牌资产是企业的一种重要资产。尤其是在运动服装领域，品牌资产能够通过他的品牌的名字增加产品的效用和价值。不仅品牌资产会影响消费者态度，其他因素，如国家地区也有这种作用。本研究探讨原产国和品牌资产之间的关系，以及它们如何影响消费者对某一品牌的忠诚。本研究关注运动鞋市场，这是因为这一市场为世界范围内的生产者提供了更多的机会。 本研究的目的包括： 1 原产国对品牌资产的影响； 2 品牌资产如何影响消费者的品牌忠诚； 3 在三国之间原产国和品牌资产的影响是否有所不同； 4 对不同的生活方式，原产国和品牌资产的影响是否有所不同 在文献综述的基础上提出以下假设： H1-a: 国家形象对原产国有积极影响； H1-b: 产品认知对原产国有积极影响； H2-a: 感知质量对品牌资产有积极影响； H2-b: 感知价格对品牌资产有积极影响； H3: 原产国对品牌资产有积极影响; H4: 品牌资产对品牌忠诚有积极影响. 研究结果可以归纳为：在三个国家之间，运动鞋购买行为、喜爱品牌、购买品牌、购买地点、信息使用和喜爱的运动项目都有显著差异。研究结果把原产国、品牌资产和品牌忠诚的关系扩展到运动鞋市场。品牌资产在三个国家中都与品牌忠诚有显著关系。影响品牌资产的因素在三国之间有所不同。本研究还将三国的消费者按生活方式划分为：前卫型、跟随型和落伍型。不考虑国家界限整合成新的消费者群体，则每个群体内部有相似的偏好和购买品牌。所有的消费者都认为品牌资产影响品牌忠诚。对于前卫型消费者来说，感知价格是影响品牌资产的唯一因素，品牌本身更为重要。落伍者不关心任何因素，对于跟随型消费者，除了感知价格其他因素都是重要的。 当一个品牌引入新的市场时，营销经理需要考虑品牌资产。本地化是基本策略。对于全球品牌来说，了解各个国家消费者的共性特征比全球战略更为重要。
#brand equity #country of origin #lifestyle #sports shoes market #product perception #perceived quality #perceived price #brand loyalty

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참고문헌 (27)

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[학 google schola Aaker,D.A. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / Free Press, New York, NY google schola Agarwal, S. / 1996 / Country Image: Consumer Evaluation of Product Category Extensions / International Marketing Review 13 (4) : 23 ~ 39 google schola Agarwal,S. / 1996 / Country Image: Consumer Evaluation of Product Category Extension / Internatio-nal Marketing Review 13 (4) : 23 ~ 39 google schola Agrawal, J. / 1999 / Country of Origin: A Competitive Advantage? / Internal Journal of Re-search in Marketing : 255 ~ 267 google schola

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