Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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An Empirical Study on Success Factors of Co Brand Goodtrae's in Buyeo County

부여군 공동브랜드 굿뜨래의 성공요인에 관한 실증연구

  • Kim, Shine (Division of Liberal Arts & Teaching, Sungkyul University) ;
  • Lee, Jeom-Soo (Dept. of Beauty Art, Seokyeong University) ;
  • Kwon, Ki-Dae (Dept. of Channel & Logistics, Kongju National University)
  • 김신애 (성결대학교 교양교직부) ;
  • 이점수 (서경대학교 피부미용학과) ;
  • 권기대 (공주대학교 산업유통학과)
  • Received : 2013.03.25
  • Accepted : 2013.04.11
  • Published : 2013.04.30
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Abstract

This study is to investigate a case study how effect of brand success upon purchase satisfaction and brand loyalty in co-brand of agriculture goods, that is GOODTRAE in korea. specifically this study conceptualizes that brand success factors affect satisfaction which try to buy a specific brand agricultural product. and that purchase satisfaction to GOODTRAE influence brand loyalty which leads to customer relationship management. In these brand success factors and brand loyalty relationship, purchase satisfaction of brand would have the mediating role. In the empirical analysis, we found that marketing, market environment, product, interorganizational cooperation, technology capability of brand success factors would affect purchase satisfaction of brand. Hypothesis what is left is not supported. I verified the assumption that brand purchase satisfaction of agriculture would affect consumer's loyalty and the result supported that assumption of it. and we found that market environment, consumer's factors, employee's & CEO's commitment, interorganizational cooperation, and technology capability of brand success factors would influence brand loyalty.

농산물 수입과 시장개방으로 수입 농산물뿐만 아니라 국내 농산물 간에도 경쟁이 심화되면서 지방자치단체중심으로 차별화된 농산물 공동브랜드의 개발과 마케팅이 요구되었다. 매년 발표되는 정부의 농식품 파워브랜드대전에서 6년 연속 선정된 굿뜨래를 활용하여 농산물 공동브랜드의 성공요인이 무엇인가를 알아보고자 선행연구의 검토하에 연구가설을 설정하고 회수된 230개의 설문을 분석하였다. 첫째, 공동브랜드의 성공요인과 구매만족 간의 정(+)의 영향관계는 소비자 요인과 임직원의 몰입을 제외한 마케팅요인, 시장요인, 상품요인, 조직간 협력, 기술능력은 구매만족에 긍정적인 관계로 나타났다. 둘째, 공동브랜드의 구매만족은 브랜드 충성도에 유의적이었다. 셋째, 추가분석으로 공동브랜드의 성공요인과 충성도 간의 정(+)의 관계여부는 마케팅요인, 상품요인, 조직간 협력을 제외한 시장요인, 소비자요인, 임직원의 몰입, 기술능력이 충성도에 유의적인 관계로 나타났다. 연구의 기대효과는 2011년 현재 농산물브랜드 5,340개 보유 기관들에게 성공적인 벤치마킹으로 활용될 수 있고, 정부정책에도 일조할 수 있을 것이다.

Keywords

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