브랜드 자산이 소매사업 확장에 미치는 영향

The Effects of Brand Equity on Retail Business Expansion

The studies of retailer s brand equity, based on general brand equity research, have been actively conducted in recent years. However, the examination of relationships among brand equity, attitude, and behavioral intention are still scarce in the retailing context, since the previous studies have focused on just development of measurement scale itself. Hence, this study investigated the relationships among retailer s brand equity, parent company s attitude and intention to use for visit new retail format. The objective of this study is to provide strategic directions of brand equity management and business expansion implementation for retailers. Above all, this study attempted to find brand equity dimensions applicable to the existing retailers by re-evaluating brand equity scales for retailers. For the empirical analysis, survey data were collected from the consumer patrons of four respective retailers, including department stores and discount stores. The regression analysis was conducted for hypothesis testing on department stores and discount stores, respectively. First, all brand equity components except reliability (awareness, associations, perceived quality and loyalty) had a positive effect on enhancing department store s brand equity, which in turn had a significant effect on parent company s attitude and intention to use a new retail format, i.e. premium outlet. Next, all components except perceived quality (awareness, associations, loyalty and reliability) had a positive effect on enhancing discount store s brand equity, which in turn had a significant effect on parent company s attitude and intention to use a new retail format, i.e. SSM (super supermarket). In addition, customers positive attitudes towards the parent company had a positive effect on intention to use its new retail format in both analyses.