소비자의 브랜드전환 및 재구매의 영향요인에 관한 연구

A Study on the Factors Influencing the Brand Switch and Repurchase of Consumer.

The purpose of this study is to investigate factors affecting the brand switch and repurchase of consumers. A model was created in this study. The model has the following three features. First, a brand was divided pioneer and follower brand. Customers' recognition for the difference between the pioneer and follower brand was examined. The new definition of the brands was set up: "The pioneer brand-The first setting up brand in the customers' recognition and the follower brand-all brands besides the pioneer one. Second, the two cases were assumed for the brand switching of customers: repurchasing of the pioneer brand, switching from pioneer to follower one. Lastly, a choice factor for brands of customers was composed of price, prototypicality. Based on the features, influencing factors depending on customers' choice for products generally was investigated.