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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Purpose: In this study, we focuses on the relationship between antecedents factors (perceived hedonic value and perceived functional value) and consequences of perceived brand globalness(PBG)/perceived brand localness (PBL) in China.
Research design, data, and methodology: This study theoretically analyzed relationship between functional/hedonic value and PBG/PBL and relationship between PBG/PBL and purchase intention. 695 sample data is collected in China to empirical test. For measurement model test, confirmatory factor analysis (CFA) and correlation analysis were conducted and to test hypotheses, OLS analysis is conducted using Process macro proposed by Preacher and Hayes (2008).
Results: This study show that both functional value and hedonic value have positive effect on PBG/PBL. However, hedonic value affect PBG more strongly than functional value while functional value affect PBL more strongly than hedonic value. And PBG have more strong effects on purchase intention than PBL.
Conclusions: The result show that hedonic value is more important to establish PBG and functional value is more important to establish PBL. Therefore managers need to reinforce functional or hedonic attributes of their brand in line with their positioning strategy. Global franchise brands are able to convince consumers more strongly of their global positioning through reinforcing attributes related to hedonic value, while local brands are able to convince consumers of their local positioning through reinforcing attributes related to functional value.
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참고문헌 (80)
참고문헌 신청
Aaker, D. A / 1991 / Managing Brand Equity / The Free Press
Aaker, J. L / 1999 / The Malleable Self : The Role of Self-Expression in Persuasion / Journal of Marketing Research 36(2):45~57
Alden, D. L / 1999 / Brand Positioning Through Advertising In Asia, North America, And Europe : The Role of Global Consumer Culture / Journal of Marketing 63(1):75~87
Anderson, J. C / 1988 / Structural Equation Modeling in Practice : a Review and Recommended Two-Step Approach / Psychological Bulletin 103(3):411~423
Arnould, E / 2005 / Consumer Culture Theory(CCT) : Twenty Years of Research / Journal of Consumer Research 31(4):868~882
Aaker, J. L / 1999 / The Malleable Self : The Role of Self-Expression in Persuasion / Journal of Marketing Research 36(2):45~57
Alden, D. L / 1999 / Brand Positioning Through Advertising In Asia, North America, And Europe : The Role of Global Consumer Culture / Journal of Marketing 63(1):75~87
Anderson, J. C / 1988 / Structural Equation Modeling in Practice : a Review and Recommended Two-Step Approach / Psychological Bulletin 103(3):411~423
Arnould, E / 2005 / Consumer Culture Theory(CCT) : Twenty Years of Research / Journal of Consumer Research 31(4):868~882
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