브랜드 자산구성요소간의 관계: 사회연결망분석

It is worthwhile to investigate empirically whether brand equity model can be simplified using hierachical decision process models such as pyramid model or hierachical effects model. These model assume the lower level concepts and higher level concepts. In this paper, we investigate the brand equity components have regular patterns as suggested in the those model or complexly related each other without having regular patterns. In order to investigate these, we apply social network model and develop three different questions regarding brand equity compoents. Three different questions include the indirect relationships of brand equity components using country-of-origin persepctive and manufacturer perspective as well as the direct relationships of those. Correlation and clustering analysis are used for the similarities and groupings. Results show that there are some regularity within the components, but show that it is difficult to distinguish clearly between lower level concepts and higher level concepts.