모브랜드의 이미지 및 인지도가 확장브랜드의 지각된가치 및 평가에 미치는 영향 = 먹는샘물을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate how the brand image and brand awareness of parent brand influence perceived value, brand evaluation of extended brand in the bottled water industry.
To achieve this goal, for 4days starting from February 20th, 2017 to February 24th, 2017, using self-administered questionnaire, analysis was conducted with domestic adult consumers who have the experience of purchasing bottled water within past three months.
Ultimately, 256 questionnaires were collected. The survey has examined anlysis of frequency, reliability analysis, correlation analysis, confirmatory factor analysis and pass analysis by using SPSS 20.0 and AMOS 20.0 programs. A confirmatory factor analysis established the adequate level of reliability and validity of the measures. The structural model was found to include an acceptable fit to collected data.
The summary of hypothesis verification results are as follows. First, according to factor analysis, variables were classified into brand image, brand awareness, perceived value, brand attitude and purchase intention. Second, the hypothesis inspection concluded that brand image has a positive influence on perceived value, however brand awareness has a negative effect on perceived value. Finally, perceived value has a positive effect on brand attitude and purchase intention. Hence, hypothesis H1, H3, H4 have been accepted but hypothesis H2 have been rejected.
The result of this study provides bottled water makers, importers and marketers with useful clues in understanding purchase behavior of bottled water consumers, which helps them to plan for marketing strategies.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 결론 및 제언
• 참고문헌