ABSTRACT
A Study on the Brand Equity's influence on
the automobile purchase behavior
- Focus on potential automobile purchaser -
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Sa, oh jin |
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Advertising and Public Relations |
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The Graduate School of |
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Journalism and Mass Communication |
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Yonsei University |
This study intends to understand the current situation of brand
management system by the domestic automobile company and furthermore,
provide the future directions to improve the brand management system
through the analysis of the degree that the factors consisting of
brand equity is influencing the automobile purchase behavior.
Referring to the given study, this study selects the brand awareness,
brand image, brand preference and brand loyalty as factors constitute
brand equity and is intended to diagnose the brand with the influence
relation among brand equity factors along with influence analysis
of brand equity factors with purchase intention. The brand image
studied includes the genuine brand image, automobile manufacturing
company's image which is strong especially in Korea and product
image.
This study tries to analyse the brand equity factors' casual relation
based on Hierarchy of effect with awareness (Brand awareness, Brand
image) → Attitude (Brand preference, Brand loyalty) → Action (Purchase
intention), but the result found shows that the brand equity factors
doesn't have casual relation rather the brand image influences significantly
brand preference, brand loyalty and purchase intention.
In other words, Brand awareness is unlikely to influence brand
image and rather the brand image already has been built influences
significantly brand loyalty and brand purchase intention.
In terms of brand preference, the influence relation is different
among individual brands. EF SONATA's brand image highly influences
brand preference but in case of SM5, the brand image's influence
on brand preference is slightly weak. This means EF SONATA is affected
by association with the given brand image of SONATA and the EF SONATA's
preference is long-term memoried. Even though SM5's brand image
affects the brand insistence and purchase intention significantly,
liking on SM5 is weak. However, EF SONATA's brand image influence
significantly brand insistence, purchase intention and brand preference.
This finding implies that domestic automobile brand needs the continuos
brand management. Currently the middle-sized automobile has played
a bride brand to induce people to purchase premium brand. It's important
to provide fundamental benefits with the identity building as a
bridge brand, however, it needs to provide the emotional benefits
and self expressive benefits and that brand value proposition helps
the brand equity building with the long-term view.
In conclusion, currently the domestic automobile brand is made
to simply define the product, so that when the product is successful,
the brand is maintained and enforced and otherwise, it becomes work-out
brand. To prevent this practice, it needs to grow out of brand development
simply to call the product and needs to make meaningful image to
the customers to build strong brand identity.
Key word : brand, brand equity, brand loyalty, brand preference,
brand image, brand association, brand awareness, brand management,
automobile brand equity
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