DOI QR코드

DOI QR Code

A Study on the Experiential Marketing Effect on Brand Equity - Focus on Brand Ambassador for Public Relations -

체험마케팅이 브랜드 자산에 미치는 영향에 관한 연구 - 브랜드 홍보대사를 중심으로 -

  • Shin, Sang-Moo (Dept. of Organic Materials.Fiber Engineering, Soongsil University) ;
  • Kim, Do-H. (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
  • 신상무 (숭실대학교 유기신소재.파이버 공학과) ;
  • 김도훈 (숭실대학교 유기신소재.파이버 공학과)
  • Published : 2010.02.28

Abstract

Experiential marketing focuses on the experience of customers to connect a company and a brand with the lifestyle of customers that influences buying behavior. This study investigates how the persons who experienced brand ambassadors for public relations as experiential marketing recognized brand equity, how personal satisfaction accomplished as a brand ambassador influenced brand equity, and how the effects are different based upon demographic information. The research methodology was a questionnaire distributed to individuals who experienced work as a public relations brand ambassador. A total of 104 returned questionnaires were analyzed by internal validity, t-test, and regression analysis with SPSS 12.0. The results of this study are as follows: Experiential marketing through a public relations brand ambassador positively influenced brand equity. The satisfaction at the company while working as brand ambassador positively influenced brand equity. Experiential marketing influenced more men than women regarding perceived quality and brand loyalty among brand equity. There is no significant differences regarding career (bank or apparel) among brand awareness, brand image, perceived quality, and brand loyalty.

References

  1. 김영찬, 차재성. (2003). 고객 만족도 측정방법론과 전략적 활용, 마케팅연구, 18(1), 113-132.
  2. 신한은행 제12기 대학생 홍보대사 모집. (2009, 12. 13). 연합뉴스. 자료검색일 2009, 9. 1, 자료출처 http://app.yonhapnews.co.kr
  3. 여운승, 오명열. (2004). 브랜드 자산과 그 구성요소들 간의 관계에 대한 연구. 마케팅연구, 19(4), 155-184.
  4. 허무원. (2000). 경험마케팅. LG 주간경제, p. 38.
  5. Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes- Journal of Marketing Theory & Practice, 7(2), 136-147.
  6. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference and purchase intent. Journal of Advertising, 24(3), 25-40. https://doi.org/10.1080/00913367.1995.10673481
  7. Jones, J. P. (1990). Advertising: Strong force or weak force- Two views an ocean apart. International Journal of Advertising, 9(3), 233-246.
  8. Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(Jan), 1-22.
  9. Zeithaml, V. A. (1988). Consumer perception of price quality and value: A mean-end model and synthesis of evidence. Journal of Marketing, 52(6), 2-22. https://doi.org/10.2307/1251446
  10. Lassar, W., Mittal, B., & Sharma, A. (1996). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  11. Yoo, B., & Donthu, N. (2001). Developing and valid a thing a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
  12. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw Hill.
  13. Kirmani, A., & Zeithaml, V. (1993). Advertising perceived quality & brand image. NJ: Lawrence Erlbaum Associates, Inc.
  14. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66. https://doi.org/10.2307/1252310
  15. 슈미트, 번트. (1999). 체험마케팅. 박성연, 윤성준, 홍성태 옮김 (2002). 서울: 세종서적.
  16. Keller, K. L. (2002). Strategic brand management: Building, measuring and managing brand equity. NJ: Prentice Hall.
  17. 국동, '나프나프' 모델 선발대회. (2004, 11. 16). 패션마케팅 뉴스, p. 5.
  18. Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(7/8), 14-21.
  19. 뉴발란스, NB 리포터 3기 모집. (2007, 2. 26). 연합뉴스. 자료검색일 2009, 9. 1, 자료출처 http://app.yonhapnews.co.kr
  20. 원구현. (2003). 브랜드 자산 형성과정의 재정립. 한국마케팅저널, 5(3), 80-102.
  21. 김희. (2002). 소비자 체험의 유형을 이용한 기업의 브랜드 전략에 관한 연구. 이화여자대학교 디자인대학원 석사학위 논문.
  22. Aaker, D. A. (1996). Measuring brand equity across products and market. California Management Review, 28(spring), 102-120.
  23. Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: John Wiley and sons.
  24. 권소영. (2006). 의류점포의 고객 체험에 관한 질적 연구. 부경대학교 대학원 석사학위 논문.
  25. 김이석. (2003). 체험마케팅을 통한 디자인 요소 개발에 관한 연구-스타벅스 커피 코리아 사례를 중심으로. 연세대학교 대학원 석사학위 논문.
  26. '영보이스 마케팅' 뜬다. (2007, 3. 15). 한국일보. 자료검색일 2009, 9. 1, 자료출처 http://news.hankooki.com
  27. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
  28. Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(9), 24-33.
  29. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.2307/1252129

Cited by

  1. Effect of Experience Elements on Store Identity, Shopping Satisfaction and Behavioral Intention in Lifestyle Shops vol.40, pp.4, 2016, https://doi.org/10.5850/JKSCT.2016.40.4.685
  2. Study on the Development of Tools for Measurement of Consumers' Brand Experience Inside and Outside a Fashion Brand Store at a Large Shopping Center vol.17, pp.4, 2015, https://doi.org/10.5805/SFTI.2015.17.4.574
  3. The influence of consumers' sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention vol.21, pp.6, 2013, https://doi.org/10.7741/rjcc.2013.21.6.921
  4. The Qualitative Study on the Customer Experience of Shopping Centers - Focused on Comparison between Internal and External Experience Elements on the Fashion Brand Stores - vol.23, pp.1, 2014, https://doi.org/10.5934/kjhe.2014.23.1.101
  5. The Effect of Experiential Marketing on Relationship Orientation in Local Festival -Focus on the Cheongju International Craft Binennale- vol.13, pp.2, 2012, https://doi.org/10.5762/KAIS.2012.13.2.536