• 유통과학연구
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• 제17권1호
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• pp.33-45
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• 2019

Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.

• 한국유통학회지:유통연구
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• 제12권1호
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• pp.65-84
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• 2007

본 연구는 프랜차이즈 시스템에 참여하는 본부와 가맹점 관계를 브랜드 중심으로 관계해지 및 구조적인 관련성에 대해서 설명하고자 하였다. 즉, 프랜차이즈 시스템에 있어서 브랜드 자산, 내부브랜드 활동, 갈등과 관계해지 간에 어떠한 관련성이 있는 지를 브랜드를 중심으로 연구하였다. 연구방법은 브랜드를 외생적 요인과 내생적 요인으로 구분하여 탐색적 연구를 진행하였다. 실증대상은 국내 프랜차이즈 시스템에 참여하고 있는 가맹점이다. 연구결과, 브랜드의 외생적 요인인 거래특유 투자와 브랜드 자산, 브랜드 커뮤니케이션은 브랜드의 내생적 요인인 브랜드 내재화와 갈등에 영향을 미쳤으며, 관계해지에도 영향을 주는 것으로 나타났다. 또한 브랜드의 내생적 요인은 관계해지에 영향을 주는 것으로 나타났다. 이를 통해 본 연구는 프랜차이즈 시스템의 지속적인 관계유지를 위해 브랜드의 역할에 대한 이론적, 관리적 시사점을 도출하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.181-193
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• 2020

The midst competition makes a brand all together with its offering products and services is becoming a crucial element for company existence. This requires direct involvement from internal organizational to develop effective strategic branding. According to Asosiasi Penyelenggara Internet Indonesia (APJII), Indonesia's internet penetration is among the highest in Asia. The purpose of this research is to improve the strategic role of brand orientation within Internet Service Provider (ISP) for maximizing return on the company's financial and non-financial benefits by proposing organization change readiness variable. The data collection is taken using an online survey with a non-parametric sampling method and collected 68 qualified respondents for data analysis using SEM-PLS (Structural Equation Modeling with Partial Least Square). The result indicates partial hypotheses on the constructed model between variables brand orientation, brand commitment, and internal brand equity is acceptable. Another finding is stated hypotheses on organization change readiness as moderation is not accepted and means there is no significance to the constructed model. The main conclusion resumes associative human memory can shape up organization change readiness inside internal toward then brand. Relevant cues generate information received in the human brain then will create common associative and becoming social identity on internal brand equity.

• 복식
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• 제63권7호
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• Asia Marketing Journal
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• 제17권3호
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• pp.73-103
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• 2015

According to Resource Dependence theory, an organization's behavior and strategy is affected by external resources. An organization has diverse resources interacting with environment. Because organization cannot focus on all those resources, it concentrates on its critical resources. In market environment, firm responds to other firms by controlling their internal critical resources or manages interdependency with environment to get market share. Thus Firm should choose best behavior and strategy when internal and external resources are change. When new brand enters, incumbents might change their strategy to protect their market share depending on critical value. More precisely, incumbents sharing market with entrant respond, but incumbents having competitive internal resources do not. In this article, we study incumbent's responses to a new brand entry and long-term effect. We show that how incumbents change their price strategy in reaction to the new brand' entry and also show these responses vary depending on interdependency of internal resources and external environments and ownership.

• 융합정보논문지
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• 제10권11호
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• pp.141-147
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• 2020

본 연구는 브랜드 애착이 제품의 내형 변형 행동과 사용상황 확장행동에 미치는 영향에 있어 제품 속성 정렬가능성(attribute alignability)의 조절적 역할을 파악하는 연구이다. 실험을 통한 연구 결과 브랜드 애착이 높을수록 제품 내형변형행동과 제품 사용상황 확장행동이 더 크게 나타났으며, 브랜드애착이 높은 소비자는 브랜드 애착이 낮은 소비자에 비해 상대적으로 속성 정렬 가능 차별점이 높을수록 제품의 내형변형행동이 크고, 속성 정렬 불가능한 차별점이 클수록 사용상황 확장행동에 미치는 영향이 크게 나타났다. 이는 기업에서 소비자의 제품 내형변형행동에 있어, 제품에 대한 속성정렬 가능 차별점을 높임으로써, 브랜드 애착을 강화하고 충성고객을 확보할 수 있을 것이다. 또한 제품 사용상황 확장행동에 있어서는 제품에 대한 속성정렬 불가능 차별점을 통해 경쟁제품 속성과 차별화하여 브랜드 애착을 강화하고, 자사 제품에 있어 차별적 경쟁우위로 활용할 수 있다.

• 유통과학연구
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• 제16권11호
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• pp.57-64
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• 2018

Purpose - As the importance of salesperson attitudes and behaviors enhancing customer perception and loyalty have increased, many retail companies put emphasis on internal marketing activities. The issue also has captured the interest of academics, but most of the previous research tends to be limited to investigating antecedents of salesperson job satisfaction and commitment. Based on the consumer-brand relationship concepts, this study aims to examine the effects of the salesperson-brand relationships on customers' service evaluation and store loyalty. Research design, data, and methodology - In a structural equation model, it is hypothesized that salesperson brand identification influences salespersons' brand trust and affect, which are the two dimensions of consumer-brand relationships. Salespersons' brand trust and affect are expected to increase salespersons' customer orientation, which in turn influences customers' service evaluations and store loyalty. To test this hypotheses a set of data collected from department stores in Seoul is utilized. Results - First, it was found that salesperson brand identification is a significant antecedent to salespersons' brand trust and affects, the two dimensions of salesperson brand relationships. Second, salespersons' brand trust and affect were found to enhance salespersons' customer-oriented behaviors. Third, salespersons' customer orientation showed a significant effect on customers' service evaluation. When a salesperson makes more effort to provide useful information for fulfilling customer needs, customers evaluate the salesperson's service more positively. Finally, customers' service evaluation had a positive impact on customers' store loyalty. Conclusions - This study provides significant academic and practical implications. First, based on the theory of consumer-brand relationships, the concept of salesperson-brand relationships was introduced and found to be an effective motivator of salespersons' customer oriented attitudes and behaviors. Therefore, the two dimensions of brand relationships, brand trust and affect, should be considered as the critical factors both in developing theoretical research and improving long-term company performance. Also, internal marketing activities should focus on maximizing employees' brand identification. That is, retail companies need to put emphasis on sharing their brand values and personality with internal customers to strengthen the brand relationships with salespersons and to enhance customer responses.

• 한국의류산업학회지
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• 제15권1호
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• pp.73-83
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• 2013

This study explores the ideal corporate social responsibility(CSR) that fashion consumers expect from a fashion firm in the identification of dimensions and levels of consumer expectations as well as examines the impact of CSR expectations on customer-base brand equity. The data of 315 adults were collected through a nationwide online survey. In order to analyze the data, this study employed Confirmatory factor analysis (CFA), paired t-test, structural equation modeling(SEM), and descriptive analysis. This study first identified seven fashion CSR expectations (environmental, ethical, social, internal management, philanthropic, economic, and legal expectations). Internal management and environmental activities were highly expected from fashion firms; however, economic activity was low in expectations. Five models separately tested the relationship between CSR expectations and brand equity (trustworthiness, attachment, performance, social image, and value). Economic, environmental, internal management, social and ethical CSR expectations influenced customer-based brand equity; however, philanthropic and legal expectations did not influence any dimension of customer-based brand equity. This study provides a framework of ideal CSR from a consumer perspective and suggests that fashion marketers should focus on economic, environmental, internal management, social and ethical CSR activities to meet the expect Haitians of fashion consumers and build stronger brand equity.

• 자원환경지질
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• 제47권6호
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• pp.657-671
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• 2014

본 연구는 지질자원연구원의 브랜드 요인에 대해 내부 공중과 외부 공중의 인식 차이를 살펴보는 것이다. 국가 발전에 기여하는 다양한 기관들 중 본 연구는 지질자원연구원을 중심으로 브랜드화 전략에 대해 고찰하였다. 이러한 분석을 통해 지질자원연구원뿐만 아니라 과학 관련 기관들의 브랜드화 전략에 전략적 시사점을 제공하고자 했다. 다양한 차원의 브랜드 요인에 대해 분석한 결과, 내부 공중인 전문가 집단과 외부 공중인 비전문가 집단 사이의 인식차이가 뚜렷하게 나타나고 있음을 알 수 있었다. 전반적으로 지질자원연구원의 브랜드화 전략에 영향을 미치는 다양한 변수들에 대한 반응에서 내부 공중이 외부 공중보다 좀 더 긍정적임을 알 수 있었다.

• 유통과학연구
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• 제16권4호
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• pp.75-82
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• 2018

Purpose - As the role of salespersons in retail stores has expanded from selling products to sharing brand experiences with customers, the importance of research on the effects of salesperson-brand relationships has grown. The purpose of this research is to investigate the influences of salespersons' brand identification on conceptual fluency and customers' service and brand evaluations. It was supposed that salespersons' brand identification is affected by brand knowledge, which is a core dimension of internal branding. Research design, data, and methodology - The author developed a structural model in which salespersons' brand knowledge influences brand identification, hence customers' perception of salesperson-brand image congruence. And it is hypothesized that salesperson-brand image congruence influences conceptual fluency which affects customers' satisfaction and brand evaluation. Data were collected from five department stores in Seoul. Results - First, salespersons' brand knowledge was found to have a significant effect on brand identification. The more a salesperson knows about the affiliated brand, the higher her level of brand identification. Second, salespersons' brand identification influenced salesperson-brand image congruence. Third, salesperson-brand image congruence had a significant effect on brand conceptual fluency. Customers who perceive salesperson-brand image congruent are more likely to process information easily. Finally, conceptual fluency was found to be a significant determinant of store loyalty and brand value evaluation. Conclusions - The results of this study verify importance of salesperson's brand identification on customers' service and brand evaluations. To enhance salespersons' brand identification, retailers should emphasize the importance of internal branding and communication, especially by sharing brand vision, values, and identity with employees at customer contact points. Also, as brand conceptual fluency is a significant determinant of customer responses, retailers need to deliver consistent messages through various components of store environments, including salespersons' attitudes, appearances, and manners, as well as physical store design. With a deeper understanding of the effects of salesperson-brand relationship and brand conceptual fluency, retailers will be able to create more effective brand strategies to enhance their performances. Future studies should consider data from various retail types, such as discount stores, to generalize the findings.