20 대 여성정장의류의 편익과 상표이미지에 관한 연구 (제3보) : 속성 편익 태도에 의한 상표이미지개념체계 연구 A study on Conceptualizing of Brand Image which is Focused on the Effects of the accord between Benefit Factors and Attribute Factors of Brand Image on Brand Attitude

임숙자,박혜원 한국의류학회 2000 한국의류학회지 Vol.24 No.8

The purpose of this study was to find out the effects of the accord between consumer's benefit factors and attribute factors of brand image on brand attitude. This study was based on Keller s conceptualizing model of brand image. The subjects were 605 working women in their twenties living in Seoul, Korea. The data were analyzed by Euclidian distance model, ANOVA of repeated measures, regression, F-test by Extra Sum of Squares Principle . The results were as follows. 1. There were significant differences among the brands and among the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. Moreover there were significant interactions between the brands and the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. 2. There were significant effects of the accord between benefit factors and attribute factors of brand image on brand attitude. 3. There were significantly different effects of the accord between benefit factors and attribute factors of brand image on brand attitude among the segmented groups.

브랜드이미지에 의한 텍스타일 디자인의 감성적 동화에 대한 연구

한기창(Ki Chang Han) 한국디자인문화학회 2008 한국디자인문화학회지 Vol.14 No.4

The most important thing in textile design would be satisfaction of customer`s emotion. This could be crucial trend and culture-code. In the center of brand image, life style, which is influenced by global brand, could be one of crucial part for stimulating customer`s emotion. Though personal experience and recognition about brand, people identified themselves symbolizing with brand image and its design in today`s culture. Being luxury and classified, which is the customer`s ultimate ideal image, could be identified by brand image. It could become moment for revitalization of brand image design. It demand to designer what is efficient methode and how to express characteristic brand image on the textile design which can satisfy customer`s emotion at the same time. I have analysis some global brand image, and its design direction, process, effect in terms of total design for example like a Chanel, Louisvuitton, Burberry etc. And, also, I analysis what is the element for emotional touch as an technical part with theses examples. I emphasized and focused on brand image design, specially its direction and details, which give an influence customers emotion as an cultural trend. I made sum up for emotional design`s satisfies which is identified with brand image and emotion considering customer`s demands. For the first, I`d like to point out `consistency` for concept of brand managing. It should be consist of form of total design, which has concept of design work flow unification. From planning, design, making product, marketing, sales to service, It has to have relationship with consistency, which could motivated customer about brand image and emotion. The second, the notion of customer`s emotional satisfaction could be important in textile design in terms of brand image. This is not only indication functional and esthetics satisfaction, but also emotional satisfaction, which identified with brand image their demand. It is instinctive area for reptile`s brain. It means un-logical emotional satisfaction, because it is consuming`s main power by emotional satisfaction, and it is also symbolic element in physical, ecstatics point of view, which contained motive, pattern, color, source. If one, among of two instance, treated without attention, then the `Love Mark`, more ideal type form than brand can`t be hardly created. In concept of total design, which contain strategy, producing, translation of image through contact point between producing, and consuming As an result of fact, for the emotional potential, design element should be understood properly, and should be reflected with environmental element, and cultural trend.

원산지 이미지가 브랜드자산 모형에 미치는 영향

김보영(Renee Kim),박세진(Sejin Park),박종민(Jongmin Park) 대한경영학회 2016 大韓經營學會誌 Vol.29 No.6

의류 브랜드 커뮤니티의 이용욕구 충족과 커뮤니티 몰입의 관계: 의류 브랜드 이미지의 조절효과

홍희숙 ( Hee Sook Hong ),류성민 ( Sung Min Ryu ),문철우 ( Chul Woll Moon ) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.4

본 연구는 의류 브랜드 온라인 커뮤니티의 이용욕구충족과 커뮤니티 몰입간의 관계 및 이들 관계에 대한 브랜드 이미지의 조절효과를 검증하는 것이다. 9개 캐주얼 의류 브랜드 커뮤니티 회원 317명을 대상으로 온라인 서베이를 실시하여 자료를 수집하였다. 다중회귀분석 결과, 의류 브랜드 커뮤니티에서의 이용욕구 충족은 커뮤니티에 대한 몰입과 유의한 관계가 있었다. 그리고 조절회귀분석 결과, 의류 브랜드 커뮤니티에서의 관계욕구 충족이 커뮤니티 몰입(감정적 몰입, 지속적 몰입, 규범적 몰입)에 영향을 미칠때 의류 브랜드 이미지 수준에 따른 조절효과가 작용함이 발견되었다. 또한 의류 브랜드 이미지의 조절효과는 의류 브랜드 커뮤니티에서의 거래욕구 충족과 커뮤니티에 대한 감정적 몰입의 관계에서도 나타났다. 특히 의류 브랜드 커뮤니티인 경우, 커뮤니티에서의 관계욕구 충족수준에 따른 커뮤니티 몰입의 정도는 브랜드 이미지가 낮을 때 보다 높을 때 더 크게 나타났다. 이것은 의류 브랜드 커뮤니티에서의 이용욕구 충족을 통해 회원들의 커뮤니티 몰입을 증대시키는 전략은 의류 브랜드 이미지 수준이 다른 의류 브랜드 유형에 따라 그 효과에 차이가 있음을 의미한다. 따라서 의류기업의 마케터들은 자사 브랜드의 이미지 수준을 평가하고, 이에 맞춰 커뮤니티 몰입을 증대시키는 전략을 모색할 필요가 있다. 브랜드 커뮤니티에 대한 몰입은 브랜드에 대한 구전이나 재구매 행동과 연결되므로, 명품 의류 브랜드들인 경우 온라인 브랜드 커뮤니티를 구축하고 회원들의 커뮤니티에 대한 몰입을 증대시킴으로써 브랜드 자산을 극대화시킬 수 있을 것이다. Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use ``Uses and Gratification Approach, and argue that members`` usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers` responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members` commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows. H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities. H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities. METHODS Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean > 3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations. RESULTS In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported. Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitments to apparel brand communities. However, there were not significant moderate effects of apparel brand image on the relationships between interest-needs satisfaction and 3 types of commitments (emotional, continuous and normative commitments) to apparel brand communities. In addition, the influences of transaction-needs satisfaction on 2 types of commitments (continuous and normative commitments) were not significantly moderated by apparel brand image. Therefore, hypothesis 4, 5 and 6 were partially supported. To explain the moderating effects of apparel brand image, four cross-tabulated groups were made by averages of usage-needs satisfaction (interest-needs satisfaction avg. M=3.09, transaction-needs satisfaction avg. M=3.46, relationship-needs satisfaction M=1.62) and the average apparel brand image (M=3.75). The average scores of commitments in each classified group are presented in Tables and Figures. There were significant differences among four groups. As can be seen from the results of scheffe test on the tables, emotional commitment in community group with high brand image was higher than one in community group with low brand image when transaction-needs satisfaction was high. However, when transaction-needs satisfaction was low, there was not any difference between the community group with high brand image and community group with low brand image regarding emotional commitment to apparel brand communities. It means that emotional commitment didn`t increase significantly without high satisfaction of transaction-needs, despite the high apparel brand image. In addition, when apparel brand image was low, increase in transaction-needs did not lead to the increase in emotional commitment. Therefore, the significant relationship between transaction-needs satisfaction and emotional commitment was found in only brand communities with high apparel brand image, and the moderating effect of apparel brand image on this relationship between two variables was found in the communities with high satisfaction of transaction-needs only. Statistics results showed that the level of emotional commitment is related to the satisfaction level of transaction-needs, while overall response is related to the level of apparel brand image. We also found that the role of apparel brand image as a moderating factor was limited by the level of transaction-needs satisfaction. In addition, relationship-needs satisfaction brought significant increase in emotional commitment in both community groups (high and low levels of brand image), and the effect of apparel brand image on emotional commitment was significant in both community groups (high and low levels of relationship-needs satisfaction). Especially, the effect of brand image was greater when the level of relationship-needs satisfaction was high. in contrast, increase in emotional commitment responding to increase in relationship-needs satisfaction was greater when apparel brand image is high. The significant influences of relationship-needs satisfaction on community commitments (continuous and normative commitments) were found regardless of apparel brand image(in both community groups with low and high brand image). However, the effects of apparel brand image on continuous and normative commitments were found in only community group with high satisfaction level of relationship-needs. In the case of communities with low satisfaction levels of relationship needs, apparel brand image marginally increases continuous and normative commitments. Therefore, we could not find the moderating effect of apparel brand image on the relationship between relationship-needs satisfaction and continuous and normative commitments in community groups with low satisfaction levels of relationship needs, CONCLUSIONS AND IMPLICATIONS From the results of this study, we draw several conclusions; First, the increases in usage-needs satisfactions through apparel brand communities result in the increases in commitments to apparel brand communities, wheres the degrees of such relationship depends on the level of apparel brand image. That is, apparel brand image is a moderating factor strengthening the relationship between usage-needs satisfaction and commitment to apparel brand communities. In addition, the effect of apparel brand image differs, depending on the level and types of community usage-needs satisfactions. Therefore, marketers of apparel brand companies must determine the appropriate usage-needs, depending on the type of commitment they wish to increase and the level of their apparel brand image, to promote member`s commitments to apparel brand communities. Especially, relationship-needs satisfaction was very important factor for increasing emotional, continuous and normative commitments to communities. However the level of relationship-needs satisfaction was lower than interest-needs and transaction-needs. satisfaction. According to previous study on apparel brand communities, relationship-need satisfaction was strongly related to member`s intention of participation in their communities. Therefore, marketers need to develope various strategies in order to increase the relationship- needs as well as interest and transaction needs. In addition, despite continuous commitment was higher than emotional and normative commitments, all types of commitments to apparel brand communities had scores lower than 3.0 that was mid point in 5-point scale. A Korean study reported that the level of members` commitment to apparel brand community influenced customers` identification with a brand and brand purchasing behavior. Therefore, marketers should try to increase members` usage-needs satisfaction and apparel brand image as the necessary conditions for bringing about community commitments. Second, marketers should understand that they should keep in mind that increasing the level of community usage needs (transaction and relationship) is most effective in raising commitment when the level of apparel brand image is high, and that increasing usage needs (transaction needs) satisfaction in communities with low brand image might not be as effective as anticipated. Therefore, apparel companies with desirable brand image such as luxury designer goods firms need to create formal online brand communities (as opposed to informal communities with rudimentary online contents) to satisfy transaction and relationship needs systematically. It will create brand equity through consumers` increased emotional, continuous and normative commitments. Even though apparel brand is very famous, emotional commitment to apparel brand communities cannot be easily increased without transaction-needs satisfaction. Therefore famous fashion brand companies should focus on developing various marketing strategies to increase transaction-needs satisfaction.

Effects of Brand Image on Customer Perceived Value and Brand Loyalty : Analysis on Chinese Sports Shoes Industry

Park, Kyung Bae,Kim, So Hyung,Shim, Sang Oh,Rong, Xueli 한국상업교육학회 2016 상업교육연구 Vol.30 No.2

현대의 경제활동에서 브랜드 경제와 브랜드 자산은 기업의 가장 가치있는 자산으로서 기능하고 있다. 이에 따라 브랜드 자산의 핵심이라고 할 수 있는 브랜드 이미지에 대한 연구는 매우 중요한 연구 주제가 되고 있다. 최근의 몇몇 연구들은 브랜드 이미지가 고객 만족과 고객 충성도에 미치는 영향을 탐구하고 있다. 하지만 그 대상이 호텔과 쇼핑몰, 그리고 기타 서비스 영역에 제한되어 있는 측면이 존재하며, 제조업 분야에서의 연구는 다소 제한적이 것이 사실이다. 본 연구는 중국의 운동화 산업에서 브랜드 이미지가 어떻게 브랜드 충성도에 영향을 미치는지 연구모형을 수립하고 이를 검증하였다. 먼저 브랜드 이미지는 각각 회사, 사용자, 제품의 이미지로 구분하고, 브랜드 충성도와 더불어 고객의 인지 가치를 조절변수로 추가하여 브랜드 이미지와 브랜드 충성도 사이에서 어떠한 조절의 역할을 하는지 살펴보한다. 본 연구모형의 검증을 위해 중국의 운동화 소비자들을 대상으로 설문을 실시하고, 수집된 데이터를 SPSS/AMOS 21.0을 이용하여 구조방정식 모형 분석 등의 통계 분석 방법을 사용하여 분석하였다. 분석결과로 다음과 같은 의미 있는 결과가 도출되었다. 회사, 제품, 그리고 사용자의 이미지로 구성되어 있는 브랜드 이미지는 브랜드 충성도에 모두 유의한 영향을 미치며, 아울러 기능, 감성, 사회적 가치로 구성되어 있는 고객의 인지 가치는 브랜드 충성도에 있어 조절변수로서의 역할을 하는 것으로 나타났다. 이를 통하여, 급성장하고 있는 중국내 운동화 업체는 고객 접점의 이미지 향상, 제품 디자인 고도화 및 품질의 표준화, 적극적 고객 지원 등에 대한 노력을 기울여야 할 것으로 나타났다. 좀 더 구체적으로, 기업들은 직원들의 고객 접점으로서의 책임감을 강화하고 그들의 대고객 접점서비스를 향상하기 위한 방안을 마련하는 것이 필요하며, 제품의 디자인을 구성할 때는 기존에 확립된 이미지를 강화하고 좀 더 개선, 발전하는 방향으로 구성하여야 한다. 또한 좋은 브랜드 이미지 창출을 위한 홍보에 지속적으로 노력하여야 하며, 소매점의 서비스를 제고함으로써 브랜드 이미지를 강화하는 방안 등을 마련하는 것이 필요하다. Nowadays a brand economy is a mainstream of modern economy and a brand equity has become the most important intangible asset of companies. Therefore, a brand image as a core of the brand equity is one of the important research topics in the field of marketing. In recent years, some researches for the impact of brand image on customers’ satisfaction and loyalty have been explored. Until now the industry research has been involved in only hotels, shopping malls and other areas of service brand industry. This paper mainly studies the effects of brand image on customer perceived value and brand loyalty among Chinese customers. It also explores whether or not there are meditating effects of customer perceived value in the relationship between brand image and brand loyalty. Theoretical research and questionnaires are applied, and by using SPSS/AMOS 21.0 a statistical analysis is done and the results are obtained as following. First, the three dimensions of the sports shoes brand image, namely a corporate image, product image, user image, have a positive impact on customer perceived value and brand loyalty. Second, customer perceived value shows a meditating effects in the relationship between brand image and brand loyalty. Finally, customer perceived value has a positive influence on brand loyalty. According to empirical study results, this paper provides some suggestions for sport shoes companies when they construct their brand image: i) Improving employees’ corporate responsibility; ii) Optimizing shoes design to establish good product image; iii) Searching for some suitable product spokesperson to create good user image; iv) Improving the service quality of retail stores to gain more customer satisfaction.

브랜드 이미지와 자아이미지 일치성이 브랜드 태도와 선택의도에 미치는 영향에 관한 연구

김태희(Tae Hee Kim),이보라(Bo Ra Rhee),손은영(Eun Young Son) 한국호텔외식관광경영학회 2009 호텔경영학연구 Vol.18 No.1

The purpose of this study is to focus on coffee brand to identify possible associations between brand image and self-image use of emotional adjective. For questionnaire survey, this study applied bias sampling to Starbucks brand and employed 245 sheets of questionnaire from effective sample for analysis. The questionnaire consisted of total 68 items including 18 items on actual self-image, 18 items on brand image, 3 items on brand attitude, 3 items on brand choice. For data analysis, this study used SPSS Win 12.0 to analyze factors, reliability and multiple regression. The result of this study can be summarized as following. Brand image effect on the brand attitude. External factor and rational factor from among self-image consentaneity affect brand attitude and eagerness to choose. And, as shown on previous study of relationship between brand attitude and eagerness to choose, all are proved to have positive effect. This study demonstrates that consentaneity of the brand image and self-image defined the product of company with emotional adjective applied coffee brand. They expressed their own emotional image to his own brand and choose in order to increase potential loyalty when the consumer choose the food service brand. So, it is suggested that construction of the emotional marketing could be an useful strategy.

EXPLORING POLITICAL BRAND IDENTITY AND POLITICAL BRAND IMAGE IN NON-PARTY CONTEXTS FROM A MULTI-STAKEHOLDER PERSPECTIVE

G. Armannsdottir,C. Pich 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Understanding political brands is a pertinent concern for the British Crown Dependency of Guernsey. Guernsey is a Channel Island, part of the British Isles yet not a member of the European Union. In addition, Guernsey currently has a nonpolitical party system and all thirty-eight Members of Parliament [otherwise known as Deputies] are independent figures. Further, deputies stand as individuals, and members often form informal alliances repeatedly referred to as collections of constantly changing coalitions of support or ‘quasi-political parties’ Guernsey is set to hold an island-wide referendum by March 2018 on the island’s electoral process, moving from seven constituencies to one island-wide constituency. The Guernsey Government believe the 2018 referendum will impact the way Members of Parliament are elected and envisage the creation and introduction of ‘political parties’, or formal alliances in anticipation for the 2020 General Election. The creation and introduction of political parties [political brands] on Guernsey would be unprecedented to the current-historic political environment of a non-party system structured by independent, individual politicians. Further, it is unknown whether the creation and introduction of political ‘party’ brands would have the same appeal, benefits and success compared with independent ‘individual’ political brands. This presents a unique opportunity for the proposed piece of research, which will have an impact as to whether political parties [political party brands] are desired by Guernsey’s elected representatives and Guernsey citizens-voters, and if so, how will new political parties be created and conceptualised. However, in order to address this we need to frame the study within the sub-discipline of political branding. The application of commercial branding theory to politics is nothing new (O’Cass and Voola 2011; O’Shaughnessy and Baines 2009; Rutter et al. 2015). There is a shared understanding that political parties, pressure groups, politicians, candidates and campaigns can be conceptualised as ‘brands’ (Guzman and Sierra 2009; Needham and Smith 2015; Peng and Hackley 2009; Pich et al. 2016; Scammell 2015; Smith 2009). Further, the sub-discipline of political branding has become a ‘critical’ and ‘priority’ issue that warrants continued attention (Speed et al. 2015). The application of branding to politics has been described as the most appropriate way to understand the political ‘product’ and a mechanism to frame the deconstruction process to understand the political promise put forward by political actors (Scammell 2015). Political brands are complex, multi-layered entities which are often difficult to unbundle (Lees-Marshment 2009; Lock and Harris 1996; Phipps et al. 2010). Further, political brands are powerful tools used as a short-cut mechanism to deconstruct the rational and irrational elements of the political offering (Scammell 2015). This is reinforced with continued calls for future research to focus on generating deeper insight into how political brands are developed and understood particularly in new settings and contexts (Needham and Smith 2015; Nielsen 2016; Ormrod and Henneberg 2011; Pich and Dean 2015; Scammell 2015; Speed et al. 2015). Subsequently, the objectives of this study are to: - Investigate how current non-party political brands create, develop and communicate their brand identity from the perspective of elected representatives - Explore how current non-party political brand image is understood from the perspective of Guernsey voters - Ascertain whether elected representatives and Guernsey voters desire political ‘party’ brands for the 2020 General Election. Theoretical Background Political brands can be considered a trinity of elements including the party, leader and policy (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). The trinity of elements need to ensure clear identification and differentiation from political competitors (Ahmed et al. 2015; Nielsen 2016; O’Cass and Voola 2011; Smith 2008). In addition, effective political brands should be strong, appealing, trustworthy, offer resonance, act as a decision making driver which in turn will support strategy development and build awareness in the mind of voters-citizens (Ahmed et al. 2015; Baines and Harris 2011; O’Cass and Voola 2011). However, the existing literature has tended to focus on ‘party’ political systems and overlooked political brands from non-party political systems where all candidates and politicians are independent candidates and representatives. Nevertheless, what about other typologies of political brands like in non-party systems? In addition, the existing body of knowledge has not explained how political brands exist or develop without the ‘party’ element from the trinity. This proposition is supported the demand for more depth and understanding on political brands especially non-party ‘individual’ political brands [elected representatives] (French and Smith 2010; O’Cass and Voola 2011; Peng and Hackley 2009; Scammell 2015). Despite the calls for more research in this area, there are a few studies that have investigated ‘individual’ political brands. More specifically, studies have focused on politicians or candidates from political ‘parties’ in terms of brand personality, equity, identity or image and often compared ‘corporate’ and ‘individual’ political brands (Cwalina and Falkowski 2014; De Landtsheer and De Vries 2015; Milewicz and Milewicz 2014; Smith and Spotswood 2013; Speed et al. 2015). For example, Smith and Spotswood (2013) comparatively considered the brand equity of the UK Liberal Democrat Party from a corporate and individual-local perspective. Smith and Spotwood (2013) highlighted that successful political brands whether corporate or local-individual) communicated clear expectations, focused values, believable promises to constituents, which is often easier at a local rather than national level. Further, Smith and Spotwood (2013) argued that successful corporate political brands would depend on consistency between corporate and local-individual political brands. However, the work by Smith and Spotswood (2013) was developed from speeches, articles and other discourse rather than from the personal perspective of internal stakeholders. Therefore, more depth and understanding from a multi-stakeholder perspective would reveal greater insight into the individual-local political brand particularly in non-party contexts. Existing political branding research primarily adopts either an internal (Busby and Cronshaw 2015; Cwalina and Falkowski 2014; de Landtsheer and Vries 2015; Milewicz and Milewicz 2014; Smith and Spotswood 2013) or external perspective to frame studies (French and Smith 2010; Peng and Hackley 2009; Phipps et al. 2010). More specifically, research devoted to an internal ‘brand identity’ perspective directs its attention to the political party, candidate or politician. Brand identity can be conceptualised as the current intended projection formulated and communicated by the brand’s creator with the aim of attempting to establish a desired identity in the mind of the consumer (de Chernatony 2007; Kapferer 2008). Further, brand identity can be seen as a useful approach to generate a deep understanding from an internal standpoint and capture the ‘central ideas of a brand and how the brand communicates these ideas to stakeholders’ (de Chernatony 2007:45; Ross and Harradine 2011; Saaksjarvi and Samiee 2011). In contrast, research focusing on an external ‘brand image’ perspective considers the political offering from a citizen-voter orientation (Needham and Smith 20015; Nielsen 2016; O’Cass 2001). Brand image can be considered as the current-immediate associations perceived and formulated in the mind of the consumer, which is often out of control of the brand’s creator (Nandan 2005; Rekom et al. 2006). In addition, brand image is externally created, and manifested through unique associations and perceptions, experiences and expectations linked to physical and intangible elements of a brand (Bosch et al. 2006a; Nandan 2005). Therefore, future research should attempt to capture insight into how political brands develop and communicate identity and how political brands are understood from an internal [revealed by the politician] and external perspective [revealed by the voter] (Baines et al. 2014; Needham and Smith 2015; O’Cass and Voola 2011; Pich and Dean 2015). However, how can we actually comprehend current political brand identity and political brand image? One study that explored an ‘internal-relational orientation’ of several individual political brands was the work by Pich and Dean (2015). Pich and Dean (2015) explored the internal brand identity of UK Conservative Party politicians prior the 2010 UK General Election with the support of Kapferer’s brand identity prism (Kapferer 2008). Further, the work by Pich and Dean (2015) not only revealed the complex related yet distinct nature of individual political brands and their relationship with their ‘corporate Conservative Party’ political brand but also demonstrated the problematic nature of applying the brand identity prism in its original form to deconstruct the internal orientation of a political brand. Pich and Dean (2015) concluded with a revised framework known as the ‘political brand identity network’ and challenged future studies to consider this as a workable tool to understand individual political brands from an internal-relational perspective. However, Pich and Dean (2015) concluded that the ‘political brand identity network’ could also support the understanding of external brand image. Therefore, could the ‘political brand identity network’ aid the exploration of internal political brand identity and external political brand image of non-party political brands? Responding to this gap in the body of knowledge, this research will explore the internal brand identity of an ‘individual’ political brand from the perspective of elected representatives and investigate the external brand image of non-party political brand from the perspective of Guernsey voters. In addition, this study will assess the operationalisation of the ‘political brand identity network’ put forward by Pich and Dean (2015). Further, responding to the challenge from Pich and Dean (2015), this study will assess the usability of the political brand identity network to understand non-party political brand identity and political brand image. This will address the limited development of ‘appropriate models’ and frameworks that can be used to assist political entities in understanding their offering and support strategy development (Nielsen 2015; O’Cass and Voola 2011; Ormrod 2011; Scammell 2015). Confusion and advancement can be addressed by building on existing research by assessing existing models and frameworks in comparison with new settings and contexts (Nielsen 2016; O’Cass 2001; O’Cass and Voola 2011; Ormrod and Henneberg 2011; Scammell 2015; Speed et al. 2015). Research Design As this study aims to explore non-party political brands from a multi-stakeholder perspective, a qualitative interpretivist approach is adopted (Creswell 2007; Welch et al. 2011). This is consistent with the calls across the political branding discipline for more exploratory empirical research (French and Smith 2010; O’Cass and Voola 2011; Peng and Hackley 2009; Scammell 2015). This study will involve two stages. Stage one involves twenty-one semi-structured interviews with current elected Deputies. Deputies from across the eight districts of Guernsey namely; Vale, Vale-West, St Sampson, St Peter Port-North, St Peter Port-South, South East, West and Castel (www.gov.gg) have been selected. Interviews will last between 60-90 minutes and will be conducted by the researchers from March 2018-May 2018. Stage two involves twelve focus group discussions with Guernsey citizens-voters. Focus group discussions will be organised according to voter age group following the conventional approach adopted by research organisitions such as YOUGOV and IPSOS-MORI to explore political brand image. More specifically, this study will adopt purposive sampling framework and Guernsey citizens will be grouped from 18-24, 25-34, 35-44, 45-54, 55-64 and 65+ and each group will serve to frame each focus group discussion (Gillham 2005; Malhotra and Birks 2003). Focus group discussions will be conducted July-September 2018. Pilot interviews and focus group discussions were conducted in October 2017 to assess the usability of the interview-focus group schedules and aided developmentrefinement (Gillham 2005). The ‘political brand identity network’ (Pich and Dean 2015) serves as a conceptual framework to provide some structure the interviews-focus group discussions and be incorporated into the interview-focus group schedules (Gillham 2005; Zikmund 2003).Transcripts from the semi-structured interviews and the focus group discussions will be thematically analysed with the support of Butler- Kisber’s (2010) two-stage analytical approach. Findings The findings from stage one of the study will generate insight on how current nonparty political brands create, develop and communicate their brand identity from the perspective of elected representatives. For example, the findings will highlight how non-party political brands create-develop communication strategies and tactics, the significance of individual political personality as a tool to provide differentiation and whether personal values are used to characterise the brands (Ahmed et al. 2015; Nielsen 2016; O’Cass and Voola 2011; Smith 2008). The findings from stage two of the study will reveal how current non-party political brand image is understood from the perspective of Guernsey voters. For example, the insights linked to political brand image will reveal consistencies and incoherencies with communicated identity and awareness of communication strategies-tactics, personality characteristics and personal-cultural values of Deputies (Pich and Dean 2015). Stage two will also reveal understanding as to whether Guernsey citizens-voters desire political ‘party’ brands. This will address the third objective of the study. This in turn will highlight the ideal conceptualised political brand for Guernsey developed from a multi-stakeholder perspective. Discussion This study will also reveal the relationships between current Deputies and constituents, personal-working relationships with stakeholders across government departments and understanding of attitudes and opinions of political issues such as the introduction of parties. This in turn will introduce first-hand accounts of current non-party political brand identities. In addition, this stage will reveal if the ‘party’ dimension is the only missing element from the triad and provide understanding of the relevance of the ‘policy’ and ‘leader-politician’ dimensions (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). Further, this study will provide understanding into the relationships between voters and Deputies and highlight the perceptions, associations and imagery Guernsey voters ascribe to non-party political brands (Bosch et al. 2006a; Nandan 2005). This research will also reveal understanding as to whether Guernsey citizens-voters desire political ‘party’ brands. This in turn could result in a reconceptualization of political brands, which extends the political brand triad (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). Further, a revised definition could be tailored to the unique setting of island communities and this could have implications to other jurisdictions with non-traditional political brands. Finally, the applied findings will address the challenge put forward by Pich and Dean (2015) to assess the usability of the ‘brand identity network’ as a mechanism to explore internal political brand identity and external political brand image. This will go some way in addressing the limited number of ‘appropriate frameworks’ than can be used to assist researchers to understand brands and develop strategies to address any inconsistencies or misalignment between communicated identity and understood image (Nielsen 2015; O’Cass and Voola 2011; Ormrod 2011; Scammell 2015; Speed et al. 2015). Conclusion Subsequently, this study will seek to understand how independent elected representatives currently create and develop political brand identity and explore how Guernsey voters understand political brand image of non-party brands. Further, the findings will highlight a contribution to practice. For example, this study will reveal implications of the introduction of political ‘party’ brands to the prospective of an island-wide voting environment from the perspective of internal [Deputies] and external [citizens-voters] stakeholders. This research will offer internal political stakeholders insight into the perceptions, attitudes and opinions of external citizensvoters in terms of prospective political ‘party’ brands, desired configuration of political ‘party’ brands and highlight whether political ‘party’ brands have a role to play in the reformed electoral process on Guernsey. Further, the findings will offer internal political stakeholders the opportunity to design, create and develop their political brands in line with the wants and needs of the electorate, which in turn should strengthen political engagement, maintain personal relationships between politicians-voters and allow for the establishment of a tailored approach to political brand management in non-traditional political environments. Further, the findings will have a direct impact on the debate as to how Guernsey’s electoral process develops following the 2018 Island Wide Referendum and legislates prior the 2020 Guernsey General Election. The findings will also have implications beyond non-party systems of government for example it may offer existing party-systems of government practical methods and initiatives to strengthen voter engagement and develop stakeholder relationships across jurisdictions and constituencies. This study will also contribute to academic theory. For example, the addressed objectives will offer the researchers an opportunity reconceptualise political brands particularly in non-traditional contexts based on deep insight from the perspectives of citizens-voters, which in turn will allow the sub-discipline of political branding to advance-develop as an area of study (Needham and Smith 20015; Nielsen 2016; O’Cass 2001; Pich et al. 2016; Scammel 2015). In addition, this study will address explicit calls for future research in this area by outlining how independent political brands exist or develop without the ‘party’ element from the trinity assess the applicability of the ‘trinity’ concept to new jurisdictions. Finally, this study will assess the applicability of the ‘political brand identity network’ (Pich and Dean 2015) as a tool to explore internal political brand identity and external political brand image of non-party political brands from a multi-stakeholder perspective.

자기 이미지와 브랜드 이미지 일치가 청바지 브랜드 태도에 미치는 영향

신정란 ( Shin Jung Ran ),황진숙 ( Hwang Jin-sook ) 한국디자인트렌드학회 2013 한국디자인포럼 Vol.38 No.-

본 연구는 고가와 저가의 청바지를 대상으로 자기 이미지와 브랜드 이미지의 일치가 브랜드 태도에 미치는 영향을 알아보았다. 본 연구는 20대에서 30대 초반의 여성을 대상으로 320부의 설문지를 돌려 297부를 최종 자료분석에 사용하였다. 자료의 분석은 신뢰도 검정, 빈도분석, 요인분석, T-검정, 회귀분석을 실시하였다. 연구 결과를 보면 첫째, 고가 브랜드에서는 이상적 자기 이미지와 브랜드 이미지의 일치성이 높을수록 브랜드 태도에 미치는 영향력이 높은 것으로 나타났고 실제적 자기 이미지와 브랜드 이미지의 일치성은 브랜드 태도에 유의한 영향력을 미치지 못하는 것으로 나타났다. 저가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지의 일치성과 이상적 자기 이미지와 브랜드 이미지 일치성이 모두 브랜드 태도에 유의한 영향력을 미치는 것으로 나타나서 실제적/이상적 자기 이미지와 브랜드 이미지의 일치가 높을수록 브랜드 태도가 긍정적인 것으로 나타났다. 둘째, 자기 이미지와 브랜드 이미지의 일치 요인이 브랜드 태도에 미치는 영향을 본 결과, 고가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지 일치 요인이 브랜드 태도에 영향을 주지 못했으나 이상적 자기 이미지와 브랜드 이미지 일치 요인 중 `고급스럽고 세련된`과 `개성 있고 매력적인`의 두 요인이 브랜드 태도에 영향을 미치는 것으로 나타났다. 반면 저가 브랜드에서는 실제적 자기 이미지와 브랜드 이미지 일치 요인인 `고급스럽고 세련된`, `친근하고 믿을만한` 두 요인 모두 브랜드 태도에 유의한 영향력을 미치는 것으로 나타났다. 이상적 자기 이미지와 브랜드 이미지 일치 요인인 `고급스럽고 세련된`, `친근하고 믿을만한`, `개성 있고 활기찬`의 3 요인이 모두 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 브랜드 태도와 구매의도의 관계는 브랜드 태도가 구매의도에 유의한 영향을 미치는 것으로 나타났다. The purposes of this study were to investigate the effects of the congruence between self image and brand image on brand attitudes for high and low priced jean brands. The final subjects of the study were 297 female consumers in early 20s to early 30s. Statistical analysis used for the study were reliability analysis, frequency analysis, factor analysis, t-test, and regression analysis. The research findings of this study can be summarized as follows. In case of the high priced brand, the congruence between actual self image and brand image had no meaningful impact on brand attitude while the congruence between ideal self image and brand image had a positive impact on brand attitude. `Luxurious & sophisticated` and `characterful & attractive` images had significant effects on brand attitude. On the other hand, in case of the low priced brand, the congruence between actual self image and brand image had a positive effect on brand attitude as well as did the congruence between ideal self-image and brand image. `Luxurious & sophisticated` and `friendly & reliable` image congruences positively influenced brand attitude. There was also the significant effect of brand attitude on purchase intention of both high priced and low-priced jeans. Based on the results of this study, companies are able to establish marketing strategies regarding consumer`s actual/ideal self image congruence depending on the brand`s price level.

이미지와 텍스트 관계의 감성 브랜딩 조화(調和)에 관한 연구 -식음료 브랜드를 중심으로-

이상민,김상덕 한국소비자·광고심리학회 2010 한국심리학회지 소비자·광고 Vol.11 No.2

본 연구는 최근 소비자들이 브랜드 평가 시, 제품의 기능에 대한 이성적 판단을 하기 보다는 브랜드의 감성적 측면에 대한, 총체적 브랜드 이미지에 따라 행동하고 있는 현상에 주목하여, 식ㆍ음료 브랜드를 중심으로 이미지와 텍스트간의 관계에 대한 의미를 찾아보고, 그 의미가 감성 브랜드와 소비자와의 커뮤니케이션에서, 어떤 역할을 하며, 효과는 무엇인지를 찾아보고자 했다. 본 연구를 통해, 현대사회 소비자들에게 이미지와 텍스트의 결합이, 소비자와 감성적 연결을 맺을 수 있도록, 브랜드가 디자인 되어야 브랜드가 지니고 있는, 감성적 아이덴티티가 중요한 역할을 할 것이라는 문제에 접근되었다. 분석결과, 첫째 브랜드에 ‘꿈과 스토리’를 넣어야 한다는 것을 알 수 있었다. 소비자들에게 상품 자체보다는, 브랜드 속에 꿈과 이야기를 만들어 주는 방식이다. 둘째 감성 브랜딩을 정립하기 위해서는, 아이덴티티에 대한 구축이 필요하다. 감성 브랜딩에 필요한 구성요소는 MI(mind identity), BI(behavior identity), VI(visual identity)를 들 수 있다. 끝으로 두 개의 표현 매체인 글과 이미지는, 서로 첨예하게 대립하지만 트렌드의 변화에 따라, 그 비중이 차츰 이미지로 이동하고 있는 현상을 알 수 있었다. 이제 기업들도 소비자 행동을 정확히 측정해 분석한 후, 그에 맞게 빨리 생각하고, 빨리 결정하고, 신속히 행동으로 옮길 수 있어야, 경쟁적인 차별화로 인해 시장을 선점할 수 있게 될 것이다. This study evaluated the recent consumer's decision making phenomenon; which consumers make decisions based on the overall brand image, rather than the product's features. Focusing on food and beverage brand, the study intended to find a meaning in a new relationship between image and text as well as it's intention which evaluates the communication between brands and consumers. Through the study a new issue was brought out; if the brand image can be designed with the combinations of image/ text and the emotional connection to the consumer, then the brand identity will play an important role. The first result of the analysis was made to a point of 'a dream and stories' has to be put into a brand image. the methode is to bring “a dream and stories” of a brand image to consumers, rather than the brand product itself. Most of the leading brands have common theme which they have created “the story” as their own PR strategies. Secondly, in order to establish emotional brand image, identity is necessary for their brand image building. The elements of emotional branding methode will be mind identity, behavior identity, and visual identity. Finally, the two medium, text and images express sharp opposition to each other, but according to the change of trend, a phenomenon which a proportion gradually moving images was observed.Now, companies should act quickly upon on the analysis of the consumer's behavior for the competition between companies as the company of prior occupation among the market.

모 브랜드와 확장된 브랜드의 브랜드 이미지, 광고 이미지 일치도에 따른 브랜드 태도

이현정 ( Hyun Jung Lee ),이지연 ( Ji Yeon Lee ) 복식문화학회 2013 服飾文化硏究 Vol.21 No.4

This study investigated how consumers perceive brand image, the consistency between the images of parent brands and extended brands, the consistency of their advertising images, the differences between brand image and advertising image, and how consumers` brand attitudes change based on those differences. An online survey was administered to women in their 20s and 30s who often use cosmetics and are interested in brands. The brands considered in this research were Chanel, Dior, Armani, and Anna Sui. which have extended brands in the clothing and cosmetics areas. In terms of consumers` perception of brand image, it was found that clothing and cosmetic brands were perceived similarly. In addition, significant differences were found in consumers` preferences and purchase intentions of clothing and cosmetic brands, and those whose perceptions of brand image did not change or" increased after looking at advertising images had more positive brand attitudes than the group of people who had higher perception of brand image before looking at advertising images. Therefore, in terms of brand extension, it was revealed that the image of a parent brand affected an extended brand, and that the higher was consumers` recognition of brand image through advertising, the more positive was their attitude toward the brand.