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A Relational Analysis among Color Marketing, Brand Charisma and Marketing Outcome

컬러마케팅, 브랜드 카리스마와 마케팅성과 간의 관계연구

  • Kim, Shine (Division of Liberal Arts & Teaching, Sungkyul University) ;
  • Kwon, Ki-Dae (Dept. of Channels & Logistics, Kongju National University)
  • Received : 2013.10.22
  • Accepted : 2014.01.09
  • Published : 2014.01.31
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Abstract

This study analyzes effects of color marketing on brand charisma and marketing outcomes, specifically focused on agricultural goods co brand. that is color marketing refers to the extent to which people like color marketing and consists of symbolization, association and discrimination, and so called variables of marketing outcome is defined as the extent to which a color evokes meaning (loyalty, satisfaction, and switching barrier of brand). We collected statistically usable data from 266 questionnaire respondents who live in national provinces and analyzed them with SPSS 20.0 and Amos 5.0 to achieve research's goals. Based on the past studies, a total of three hypothesis are addressed in the study. Analysis results revealed that, first, color marketing of symbolization and association had a positive impacts on brand charisma. Second, the survey found that symbolization has q positive influence on brand loyalty and satisfaction except for switching barrier, association had an effect on brand loyalty, and discrimination had an effect on brand satisfaction. Third, brand charisma had an effect on brand loyalty and satisfaction. specially switching cost had not meaning on all hypothesis by reason of do not fully understand meaning of switching barrier. Summary and strategy implication will be mention in conclusion.

본 연구는 고객의 감성에 의한 개성이 중요시되고 브랜드와 제품에 다양한 컬러를 반영한 지속가능한 경쟁 우위차원에서 컬러마케팅과 브랜드 카리스마 그리고 마케팅 성과 간의 영향관계를 분석하였다. 정제된 266개의 설문을 분석한 결과 첫째, 컬러마케팅의 상징성과 연상성은 브랜드 카리스마에 유의한 영향을 미치는 것으로 나타났으며, 둘째, 컬러마케팅의 상징성은 마케팅성과의 브랜드충성도와 브랜드만족에, 연상성은 마케팅성과의 브랜드충성도에, 식별성은 마케팅성과의 브랜드만족에 유의적인 관계로 분석되었다. 셋째, 브랜드 카리스마는 전환장벽을 제외한 마케팅성과의 브랜드충성도와 브랜드만족에 긍정적인 관계인 것으로 확인되었다. 본 연구의 유용성은 첫째, 기업들이 소비자의 라이프스타일 분석에 의한 개성있는 표적고객들에게 컬러마케팅으로 고객유인전략에 활용할 수 있는 동시에 브랜드 카리스마가 고객과의 지속적 경쟁우위 관계강화의 접착제 역할을 담당할 수 있음을 시사하며, 둘째, 브랜드컬러는 고객들에게 기업의 이미지를 인지 및 연상시키고 브랜드 카리스마를 낳아 충성도로 연결되는 소위 고객관계관리의 무기로 활용할 수 있다.

Keywords

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