유통업자 상표 태도에 대한 소매업체 이미지의 후광 효과 및 함의 개념에 관한 연구

국문 초록 (Abstract)

본 연구는 소매업체 이미지와 유통업자 상표 태도에 대하여 두 가지 대안적 모형의 적합성을 실증적으로 분석하는 것을 목적으로 하고 있다. 하나는 후광 효과 모형으로 소매업체 이미지가 유통업자 상표 태도에 후광 효과를 가진다는 모형이며, 또 다른 하나는 함의 개념 모형으로 유통업자 상표 속성에 대한 평가가 소매업체 이미지에 함축되어 유통업 상표 태도에 영향을 준다는 모형이다. 실증결과는, 두 가지 모형 중 적합한 모형의 결정에는 유통업자 상표에 대한 친숙성과 상품 유형의 조절효과가 있다는 것을 보여주었다. 즉, 친숙성이 높은 경우에는 함의 개념 모형, 친숙성이 낮은 경우에는 후광 효과 모형의 설명력이 높았으며, 유통업자 상표 식품의 경우 함의 개념 모형, 유통업자 의류의 경우 후광 효과 모형의 설명력이 높은 것으로 확인되었다.

다국어 초록 (Multilingual Abstract)

In this study, two alternative models are developed and tested in order to investigate the relationship between retailer image and its private brand attitude. The halo effect model hypothesizes that retailer image is related as a halo in private brand evaluation and the summary construct model hypothesizes that retailer image functions as a summary construct of private brand evaluation. The results indicate there are moderating effects of 1) familiarity with a private brand and 2) the characteristics of a product category. High familiarity is related with the summary construct model and low familiarity the halo effect model. In private brand food, the summary construct model fits better and explains more adequately that private brand evaluation influences retailer image as a summary construct. In private brand clothes, however, the halo effect model performs better in explaining the relationship between retailer image and private brand attitude.

목차 (Table of Contents)

• Ⅰ. 배경
• Ⅱ. 이미지, 점포 이미지, 소매업체 이미지
• Ⅲ. 소매업체 이미지의 후광 효과 및 함의 개념
• Ⅳ. 연구방법
• Ⅴ. 토의
• 참고문헌
• Abstract

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