• 산학경영연구
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• 제12권
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• pp.1-27
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• 1999

마케팅 사고의 진전은 시장의 경쟁상황에 따라 진전되어 왔다고 할 수 있다. 경쟁이 보다 심화되면서 급기야 시장은 개인을 표적으로 하는 개별마케팅이 주를 이룰 것으로 보이는 데 이러한 상황에서는 소비자와의 관계를 자산화하는 관계마케팅을 중시하지 않으면 안된다. 이는 관계형성 자체가 자산이라는 인식하에서 이루어지고 있다. 관계로 인해 형성되는 자산가치를 극대화 하기 위해서 마케팅 커뮤니케이션은 통합적 마케팅 커뮤니케이션(IMC) 관점에서 실행되어야 하나 기존의 IMC는 기업차원의 PR을 소홀히 하고 있어 기업차원의 PR도 통합시켜 기업자산의 가치를 극대화할 필요가 있다.

• 한국의류학회지
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• 제33권5호
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• pp.782-792
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• 2009

The purpose of this research were 1) to identify the distribution of customer equity about sports fashion brands, 2) to identify the dimensions of fashion brand attributes influencing customer satisfaction and customer equity, and 3) to investigate relationships among sports fashion attributes, customer satisfaction and customer equity. Survey questionnaire was used to collect data and 900 responses were used for the data analysis. Descriptive statistics(i.e., frequency, percentage), factor analysis and multiple regression analysis were used for the data analysis. The results of this study were as following. First, 67.4%(i.e., outdoor sports brands) of customer equity distributes under 1 million won while 61.3%(i.e., general sports brand) and 54.3%(i.e., golf brands) distributes. Second, the sportswear brand dimensions consist of 6 factors, product quality value, convenience value, perceived value, unique brand image, trust relationship, and personalized relationship. Third, the higher the product quality value, perceived value, unique brand image, and trust relationship were, the higher customer satisfaction was. Fourth, the higher customer satisfaction was, the higher customer equity was.

• 한국정보시스템학회지:정보시스템연구
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• 제21권1호
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• pp.47-68
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• 2012

The purpose of this study is to investigate two components of commitment(affective commitment and calculative commitment) and relational equity on loyalty. In addition, The authors analyzed the moderating effect of length of relationship on the effects of commitments and relational equity on switching intention. Major findings can be summarized as follows. It was found that affective commitment made a negative impact on switching intentions and a positive impact on w-o-m. Calculative commitment had no effect on switching intention and w-o-m while it made a negative effect on w-o-m in handset side only. Relational equity appears to bolster a negative effect on switching intention and a positive effect on w-o-m. Also length of relationship seems to moderate the effect of relational equity on switching intention.

• 웰빙융합연구
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• 제7권1호
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• pp.9-16
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• 2024

Purpose: This study explores the factors affecting purchase intention of smartphones among millennials. The study incorporates factors of brand equity, specifically brand awareness, brand loyalty, perceived quality and their mediation effect in purchase intention. Research design, data, and methodology: This study evaluates the role of brand equity factors in influencing purchase intentions by using structural equation modeling to analyze 197 respondents. Results: The findings indicate that brand loyalty, followed by brand awareness, and perceived quality are significant factors in determining customer purchase intention. Further, brand loyalty mediates the relationship between perceived quality and purchase intention, as well as between brand awareness and purchase intention significantly. Additionally, perceived quality mediates the relationship between brand awareness and purchase intention significantly. Finally, the serial mediation of perceived quality and brand loyalty significantly affects the relationship between brand awareness and purchase intention. Conclusions: This research has provided valuable insights into the relationship between brand equity and purchase intention among millennials supporting the Aaker's Model. Useful theoretical and managerial implications also have been provided.

• 아태비즈니스연구
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• 제3권1호
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• pp.17-28
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• 2012

Very few studies have been done on Studying Brand credibility and Involvement as a determinant of Brand Equity. Literature on Brand Equity signifies lots of constructs like, Country of Origin, Brand Signaling, and Brand Power act as determinant to Brand Equity. This study tries to formulate relationship between the construct Brand Credibility and Brand Involvement as Antecedents to Brand Equity of Product. Using a Two Step Structural Equation Modelling approach analysis on the data collected on Mobile Phone brands were done. Result signified that Brand Credibility and Brand Involvement had significant influence on Brand Equity of the Product. On the Other hand there was no significant relationship between Brand Credibility and Brand Involvement of the Product.

• 대한가정학회지
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• 제39권9호
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• pp.137-152
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• 2001

On the basis of the equity theory, as the couple perceives their relationship is equitable, they tend to make decisions jointly and are satisfied with their family lives. Therefore this study is aimed to identify the relationship among perception of equity, decision-making styles and family life satisfaction in dual-career couples. As a result of analyzing the cause-effect relationship, it shows that many socioeconomic$.$psychological variables have direct indirect impact on family life satisfaction through medium factor, so this study proves the application of the cause-effect modes. However the influence of the perception of equity of wives were higher than husbands.

• 한국의류학회지
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• 제33권7호
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• pp.1025-1037
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• 2009

This study- 1) identifies the distribution of customer equity in luxury brands, 2) identifies customer equity dimensions of luxury brands, 3) identifies the properties that influence the customer equity of a luxury brand, and 4) compares the differences in the properties of the luxury brands that influence customer equity by brand type and relationship duration. In this research, the survey method was conducted in Seoul and 500 responses were used for analysis. For the data analysis, descriptive statistics (i.e. frequency and percentage), t-test, factor analysis, and multiple-regression analysis were used through the utilization of the SPSS 12.0 program. The results of this study are as follows: First, the distribution of customer equity are found to be 50.8% of the customer equity distributes under 1 million Korean won and 34.8% between 1 million won and 3 million won. Second, the luxury brand dimension consists of 6 factors, 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'rational price value', 'store value', and 'convenience value'. Third, the higher 'differentiated brand image', 'personal ties', 'qualitative trust relation', 'store value', and 'convenience value' were related to a higher customer equity. Fourth, in the case of the consumer group having a long-term relationship, the higher' differentiated brand image', 'personal ties', and 'store value' were related to a higher customer equity. Also, in the case of the consumer group of the traditional luxury brands, the higher 'personal ties', 'differentiated brand image', 'qualitative trust relation', and 'store value' were related to a higher customer equity.

• 경영과정보연구
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• 제30권2호
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• pp.185-210
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• 2011

기업의 가장 중요한 자산은 고객임을 인지한 기업들은 제품중심의 브랜드자산관리에서 고객중심으로 그들의 노력과 관심을 집중하였고 좀 더 효과적인 관리방법을 강구하게 되었는데 그것이 고객자산관리이고 관계마케팅을 통해 이를 실현하고있다. 그러나 기존연구가 고객을 지향하고 있지만 실제적인 연구의 중심은 브랜드자산을 토대로 하고 관계의 매개변수도 관계질에 한정되어 있다. 그 결과 만족하더라도 재구매를 하지 않는 즉, 관계매개변수가 기업의 수익성을 잘 설명해주지 못하는 결과가 나타나고 있다. 따라서 본 연구는 고객자산 동인을 매개변수로 제시하고자 한다. 또한 관계마케팅활동을 세 가지로 구분하여 관계마케팅활동과 고객 행동 간의 상대적인 영향을 검증하였다. 그 결과는 다음과 같다. 첫째, 기업의 관계마케팅활동과 고객자산의 관계에 있어 고객자산 동인으로 가치자산, 브랜드자산, 관계자산이 있고 각각의 매개역할은 존재하는 것으로 나타났다. 둘째, 재무적 활동, 사회적 활동, 구조적 활동은 각각의 매개변수를 통해 재구매의도, 구전 의도, 교차구매 의도에 모두 유의한 영향을 미치는 것으로 나타났다. 셋째, 고객자산의 중요성이 증가함에도 불구하고 관련 연구가 많이 이루어지지 않았고 따라서 연구자가 각기 다른 정의를 제시하다 보니 개념적 정의에 있어서도 많은 혼동이 야기되었다. 이에 본 연구는 고객자산에 관한 연구의 부족한 실정에서 관련 연구들을 체계적으로 정리하고 분류하고자 노력하였는데 이는 향후 관련 연구들에 있어 이론적 기초를 제공할 수 있으리라 본다.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.625-635
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• 2021

The performance appraisal system is defined as general satisfaction with the performance appraisal system. It is used to assess employees' attitudes towards the fairness of the appraisal system, as well as their satisfaction with their knowledge of the appraisal system. This study aims to investigate the relationship between performance appraisal satisfaction and employee performance with equity as a mediator of this relation. There is limited research that studied the mediating effect of performance appraisal on the relationship between organizational justice and work performance. The research implemented the quantitative methodology throughout distributing questionnaires using google forms for data collection. Only 181 respondents out of 221 respondents answered the questionnaires. The data had been analyzed using the AMOS tool for performing structural equation modeling (SEM) analysis to validate the mediating relationship of equity and justice on the relationship between performance appraisals satisfaction and employees' performance. The results indicated that achieving organizational fairness and equity in the workplace can be done by the implementation of performance appraisal satisfaction, which can lead to higher productivity in the workplace, whichin turn will enhance the organization's image among its competitors.

• 디지털융복합연구
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• 제15권3호
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• pp.165-173
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• 2017

본 연구는 관광목적지의 러브마크, 브랜드 동일시 및 브랜드자산 및 행동의도와의 관계를 규명하였다. 실증 분석결과는 다음과 같다. 러브마크가 자아동일시에 영향관계는 각각 러브마크의 성과는 자아동일시간의 관계, 러브마크의 친밀감은 자아동일시 순으로 유의한 관계를 나타나고 있었으며 러브마크의 신뢰는 자아동일시에는 유의한 관계를 형성하지 않고 있었다. 러브마크는 브랜드자산에 유의한 영향관계는 우선 러브마크는 브랜드품질에 유의한 영향에서 확인한 결과 친밀감과 브랜드 품질간의 관계, 신뢰와 브랜드 품질간의 관계의 순으로 유의한 관계를 형성하였으며, 성과는 브랜드 품질은 유의한 성과를 형성하지 않고 있었다. 러브마크는 브랜드가치에 유의한 영향관계에서 성과와 브랜드 가치간의 관계, 친밀감과 브랜드 가치간의 관계의 순으로 유의한 관계를 형성하였으며 성과는 브랜드 가치에 유의한 성과를 형성하지 않고 있었다. 자아일치성은 행동의도에 유의한 영향관계는 자이일치성은 행동의도간의 관계간에 유의한 관계를 형성하고 있었다. 브랜드자산은 행동의도에 유의한 영향관계는 브랜드품질과 행동의도간의 관계, 브랜드가치와 행동의도간의 관계 순으로 유의한 관계를 형성하고 있었다.