브랜드자산 구성요소들의 순차적 효과검증에 관한 연구

We test a pyramid-type effects-of-hierarchy model by dividing stages in the processes of brand equity development. One of the most important issues is whether brand equity components of lower-level concepts influence those of upper-level concepts hierarchically or sequentially. For this purpose, we decompose related variables into pre-purchase touch-point variables, brand equity component variables, brand performance variables, and then test the hierarchical effects.
The empirical result shows that pre-purchase variables including brand exposure and positive/negative experience, brand equity components including familiarity, preference, image, trust, pride and purchase intention often influence directly following variables and also other variables beyond the next step. Also, the effects may become different, depending on the market status of brands.