Browse > Article
http://dx.doi.org/10.4275/KSLIS.2013.47.3.295

Understanding the Elements of Academic Library Brand Image: Based on Key Branding Concepts  

Park, Sang Keun (경기대학교 문헌정보학과)
Park, Joseph Joo Suk (숙명여자대학교)
Cho, Hyun Yang (경기대학교 문헌정보학과)
Publication Information
Journal of the Korean Society for Library and Information Science / v.47, no.3, 2013 , pp. 296-320 More about this Journal
Abstract
The primary purpose of this study is to understand academic library service as a brand and a set of brand offerings. Based on previous studies, the study has built a classification of three distinctive perceptual aspects of library services; perceptual aspect of the service, experiential aspect of the service, and functional aspect of service. Eleven measurement items and 45 questions that are subject to the items are studied and employed from previous studies, each of the items were allocated through Item Response Theory (IRT) test and cluster analysis to filter in items of substantial contribution to the constructs as well as filtering out less contributable ones. The study shows there are 27 effective items to understand and measure library service as a brand.
Keywords
Academic Library Brand; Academic Library Brand Image; Library Brand; Brand Image;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Hood, D., & Henderson, K. 2005. "Branding in the United Kingdom public library service." New Library World, 106(1208/1209): 16-28.   DOI   ScienceOn
2 Keller, K. L. 1993. "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity." Journal of Marketing, 57(1): 1-22.
3 Keller, K. L. 1998. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, N.J: Prentice Hall Inc.
4 Keller, K. L. 2001. "Building Customer-based Brand Equity." Marketing Management, 10(2): 15-19.
5 Kenneway, M. 2006. "Branding for libraries: communicating your value to increase reader awareness and usage of library services." The Journal for the Serials Community, 19(2): 120-126.   DOI   ScienceOn
6 Kotler, P. 1997. Marketing Management: Analysis, Planning, Implementation and Control 9th ed. New York: Prentice-Hall. 55.
7 Martinez, E., & Chematony, L. D. 2004. "The effect of brand extension strategies upon brand image." Journal of Consumer Marketing, 21(1): 39-50.   DOI   ScienceOn
8 Mathwick, C., Malhotra, N., & Rigdon, E. 2001. "Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment." Journal of Retailing, 77(1): 39-56.   DOI   ScienceOn
9 McQuarrie, A. D. R., & Tsai, C. L. 1998. Regression and Time Series Model Selection. Hackensack: World Scientific.
10 OCLC. 2011. Perceptions of Libraries, 2010. Dublin, Ohio: OCLC.
11 Oxenfeldt, A. R., & Swann, C. 1964. Management of the advertising function. Belmont, CA: wadsworth.
12 Padgett, D., & Allen, D. 1997. "Communicating experiences: A narrative approach to creating service brand image." Journal of Advertising, 26(4): 49-62.   DOI   ScienceOn
13 Park, C. W., Jaworski, B. J., & Maclnnis, D. J. 1986. "Strategic Brand Concept-Image Management." Journal of Marketing, 50(4): 135-145.   DOI   ScienceOn
14 Petrova, P. K., & Cialdini, R. B. 2008. Evoking the imagination as a strategy of influence. In C. P. Haugtvedt, P. M. Herr & F. R. Kardes (Eds.), Handbook of consumer psychology (pp.505-524). New York: Psychology Press.
15 Schmitt, B. 1999. "Experiential Marketing Journal of Marketing Management." Journal of Marketing Management, 15(1-3): 53-67.   DOI   ScienceOn
16 Schmitt, B., Zarantonello, L., & Brakus, J. 2009. "Brand Experience: What is it? How is it Measuted? Does it affect Loyalty." Journal of Marketing, 73(3): 52-68.
17 Singh, R. 2004. "Re-Branding Academic Libraries in an Experience Culture." Library Association College and University Libraries, 1: 91-95.
18 Sirgy, M. J. 1982. "Self-concept in consumer behavior: a critical review." Journal of Consumer Research, 9: 287-300.   DOI   ScienceOn
19 Walton, G. 2008. "Theory, research, and practice in library management 5: branding." Library Management, 29(8/9): 770-776.   DOI   ScienceOn
20 LibQual+. .
21 박재용. 2012. 공공도서관의 이용자만족도에 관한 한미간 비교사례연구. 한국비블리아학회지, 23(2): 151-169. (Park, Jae-Yong. 2012. "An Analysis Research on User Satisfaction of Public Library Comparison between Korea and USA." Journal of the Korean Biblia Society for Library and Information Science, 23(2): 151-169.)   과학기술학회마을
22 김선애. 2008. 대학도서관의 이용자만족도와 충성도에 관한 연구. 한국문헌정보학회지, 42(3): 281-299. (Kim, Sun-Ae. 2008. "A Study on the User Satisfaction and Loyalty of University Library Users." Journal of the Korean society for library and information science, 42(3): 281-299.)   과학기술학회마을   DOI   ScienceOn
23 김지완. 2011. 브랜드 경험 및 개성이 브랜드 성과에 미치는 영향과 복합 쇼핑몰 선택 요인에 대한 연구. 박사학위논문, 숙명여자대학교 대학원, 경영학과. (Kim, Ji-Wan. 2011. The Effects of Brand Experiences and Personalities on Brand Performances and Consumers' Hybrid Shopping Mall Brand Choice. Ph.D.diss., Sookmyung Women's University.)
24 박상후, 오동근. 2007. 서비스품질지각에 기반한 대학도서관 이용자 만족도와 충성도 분석. 정보관리 연구, 38(2): 105-126. (Park, Sang-Hoo, & Oh, Dong-Geun. 2007. "Customer Satisfaction and Loyalty of Academic Library Users Based on Their Perceptions of Library." Journal of information management, 38(2): 105-126.)   과학기술학회마을   DOI   ScienceOn
25 심인보. 1998. 호텔이미지와 자아이미지 일치성에 관한 연구. 박사학위논문, 경기대학교 대학원, 관광경영학과. (Sim, In-Bo. 1998. A Study on the Conformity of the Image of the Hotel and Self-Image. Ph. D.diss., Kyonggi University.)
26 서정환. 1995. 企業이미지 形成要因의 國際比較에 관한 硏究. 박사학위논문, 동아대학교 대학원, 경영학과. (Seo, Jeong-Hoon. 1995. A Cross-National Study on the Evaluative Factors of Corporate Image. Ph.D.diss., Dong-A University.)
27 송고운, 장동련, 홍성민. 2007. 도입기 브랜드 포지셔닝의 강화. 디자인학연구, 20(5): 51-66. (Song, Go-Wun, Chang, Dong-Ryun, & Hong, Sung-min. 2007. "An Assessment Study on fortifying Brand Positioning in Introduction Stage." Journal of Korean Society of Design Science, 20(5): 51-66.)
28 심원식. 2008. 대학도서관 서비스 가치의 분류체계 적용에 관한 연구. 한국문헌정보학회지, 42(4): 355-374. (Shim, Won-sik. 2008. "An Application of the Derived Taxonomy of Service Value for University Libraries." Journal of the Korean society for library and information science, 42(4): 355-374.)   과학기술학회마을   DOI   ScienceOn
29 안길상, 이재록, 민경현. 2005. 브랜드 이미지, 브랜드 신뢰 및 브랜드 애호도의 구조적 관계. 광고연구, 69: 115-137. (Ahn, Gil-Sang, Lee, Jea-Rock, & Min, Kyung-hyun. 2005. "The Structural Relationship of Brand Image, Brand Trust, and Brand Loyalty." Advertising Research, 69: 115-137.)
30 오동근, 임영규, 여지숙. 2006. 이용자와 직원이 인식하는 도서관의 서비스품질과 만족도, 충성도. 한국문헌정보학회지, 40(4): 165-181. (Oh, Dong-Geun, Lim, Young-Kyu, & Yeo, Ji-Suk. 2006. "Gap Analysis of Users' Perceptions and Staffs' Expectations Regarding the Library Service Quality, Customer Satisfaction and Loyalty." Journal of the Korean society for library and information science, 40(4): 165-181.)   과학기술학회마을   DOI   ScienceOn
31 오동근, 임영규, 여지숙. 2009. 이용자가 인식하는 공공도서관 서비스품질 결정요인 분석. 정보관리연구, 40(2): 47-70. (Oh, Dong-Geun, Lim, Young-Kyu, & Yeo, Ji-Suk. 2009. "Factor Analysis of User's Perceptions Regarding the Public Libraries Service Quality." Journal of information management, 40(2): 47-70.)
32 오동근. 2005. 공공도서관의 서비스 품질이 이용자만족도와 충성도에 미치는 영향. 정보관리학회지, 22(4): 61-78. (Oh, Dong-Geun. 2005. "Influences of Public Library Service Quality on User Satisfaction and Loyalty." Journal of the Korean Society for Information Management, 22(4): 61-78.)
33 정혜경, 정은주. 2007. 공공도서관 가치평가를 위한 가상가치평가법 분석. 정보관리학회지, 24(1): 187-208. (Jung, Hye-Kyung, & Jung, Eun-Ju. 2007. "An Analysis of the Contingent Valuation Method to Measure the Economic Value of Public Libraries." Journal of the Korean Society for Information Management, 24(1): 187-208.)
34 오주연, 김영균. 2012. 기능적, 상징적 이미지가 선제적 행동에 미치는 영향. e-비즈니스연구, 13(4): 3-27. (Oh, Ju-Yeon, & Kim, Young-Kyun. 2012. "A Study on the Effect of Instrumental Image and Symbolic Image on the Proactive Behavior." The e-Business Studies, 13(4): 3-27.)
35 정윤희, 이종호. 2009. 경험적 소비에서 경험특성, 즐거움과 죄책감, 재경험 의도의 관계. 경영학연구, 38(2): 523-553. (Jeong, Yun-Hee, & Lee, Jong-Ho. 2009. "A Comprehensive Framework for Experiential Consumption: The Relationship among Experience traits, Pleasure and Guilty, Reexperience in Experiential consumption." Korean management review, 38(2): 523-553.)
36 정진식. 2007. 대학도서관 인식분석을 통한 문제점규명과 대응방안. 한국비블리아학회지, 18(2): 203-228. (Chung, Jin-Sik. 2007. "Problem Exploration and Countermeasure Through Perception Analysis College Library." Journal of the Korean Biblia Society for Library and Information Science, 18(2): 203-228.)   과학기술학회마을
37 차성종. 2011. 우리나라 공공도서관의 이용자만족도에 관한 연구. 정보관리학회지, 28(1): 285-308. (Cha, Sung-Jong. 2011. "A Study on the User Satisfaction of Public Library Users in Korea." Journal of the Korean Society for Information Management, 28(1): 285-308.)   과학기술학회마을   DOI   ScienceOn
38 최낙환, 이창원. 2006. 브랜드 가치에 대한 브랜드 이미지의 역할에 관한 연구. 소비문화연구, 9(3): 67-89. (Choi, Nak-Hwan, & Lee, Chang-Won. 2006. "The roles of Brand Image on the Brand-Value- Up." Journal of Consumption Culture, 9(3): 67-89.)
39 최형민, 이형룡. 2011. 커피전문점 이용고객의 경험적 가치가 브랜드 태도 및 브랜드 충성도에 미치는 영향. 관광학연구, 35(3): 243-266. (Choi, Hyung-Min, & Lee, Hyung-Ryong. 2011. "The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty." Journal of Tourism Sciences, 35(3): 243-266.)
40 표순희. 2008. 공공도서관 경제적 이용가치 측정방안에 관한 연구. 박사학위논문, 이화여자대학교 대학원, 문헌정보학과. (Pyo, Soon-Hee. 2008. A Study on the method of measuring the economic use value of public libraries. Ph.D.diss., Ewha Womans University.)
41 Aaker, D. A. 1992. Strategic Market Management. 3rd(ed.). New York: John Wiley & Sons, Inc.
42 표순희, 고영만, 심원식. 2011. 공공도서관 이용가치에 영향을 미치는 요인. 한국도서관.정보학회지, 42(2): 323-341. (Pyo, Soon-Hee, Ko, Young-Man, & Shin, Won-Sik. 2011. "A Study on the Variables Affecting Public Library's Use Value." Journal of Korean Library And Information Science Society, 42(2): 323-341.)   과학기술학회마을   DOI
43 표순희, 차성종. 2009. 공공도서관 평가를 위한 이용자 만족도 지표 개발에 관한 연구. 한국문헌정보학회지, 43(2): 329-350. (Pyo, Soon-Hee, & Cha, Sung-Jong. 2009. "A Study on the Development of User Satisfaction Indicators for Public Library Evaluation." Journal of the Korean society for library and information science, 43(2): 329-350.)   과학기술학회마을   DOI   ScienceOn
44 황장선, 도선재. 2009. 소비자들에게 커피전문점의 의미는 무엇이며, 어떻게 이용하는가? 옥외광고학연구, 6(3): 61-106. (Hwang, Jang-Sun, & Doh, Sun-Jae. 2009. "What is the Meaning and Usage Patterns of Branded Coffee Shops to Consumers?" Journal of Outdoor Advertising Research, 6(3): 61-106.)
45 Aaker, D. A. 1995. Building Strong Brands. New York: Free Press.
46 Aaker, D. A. 1996. "Measuring Brand Equity across Products and Markets." California Management Review, 38(3): 102-120.   DOI   ScienceOn
47 Batra, R., & Ahtola, O. T. 1990. "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes." Marketing Letters, 2(2): 159-170.
48 Gardner, B. B., & Levy, S. J. 1955. "The product and the brand." Harvard Business Review, 33(2): 33-39.
49 Hariff, S., & Rowley, J. 2011. "Branding of UK public libraries." Library Management, 32(4/5): 346-360.   DOI   ScienceOn
50 Holbrook, M. B., & Hirschman, E. C. 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun." Journal of Consumer Research, 9(2): 132-140.   DOI   ScienceOn