성분형 브랜드 자산 측정을 위한 척도개발 및 타당화 연구

초록

As the branding strategies are advanced to achieve differential advantage in fiercely competitive markets, the in-branding strategy which turns significant technologies, ingredients, and elements into brands is rapidly emerging. In-brands can be an important selling point affecting consumers’ purchase decision-making process since they are usually present at the time of purchase, just like advertisements are, providing clarifying information and visual appeal. At the same time, from the B2B perspective, it is important for in-brands to form a trust-based relationship with host brands which actually purchase in-branded products. So, in-brands have little choice, but to be dependent on host brands. If a in-brand equity scale takes B2B or B2C industry’s perspective, it must have limitations in accurately evaluating the in-brand equity. Therefore, good measurement scale should include all networks and value chains in the market, which starts with in-brand supply components and ends with end users. Until now, no reliable scale as such is available. For this reason, the purpose of this study is to develop the scale to measure in-brand equity that provides standards and guidelines for the efficient management of in-brand equity from combining both the B2B and B2C perspectives, as well as verifying the reliability and validity. The process of this study consists of quantitative and qualitative analyses to complement each methodology. Through this process, final 37 items from brand performance, service level, brand awareness, perceived value, perceived quality, brand loyalty, organizational relations, and brand image factors were identified as the constituent factors of in-brand equity from a B2B perspective. Moreover, final 29 items from brand affect, brand loyalty, perceived quality, perceived value, brand image, and brand awareness factors were derived as the constituent factors of in-brand equity from a B2C perspective. In conclusion, the result of this study would be considerably useful for in-brand providers and host brand manufacturers to evaluate and manage the brand equity of theirs.

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