브랜드 친숙도에 대한 질적 및 양적 분석의 통합

Brand Familiarity is the prime concept in the consumer decision making. However, despite its importance, it has not been included in the main constructs of brand equity since its ambiguity in definition might create critical problems in the relevant research studies. Namely,the scope of its definition will determine the antecedants and outcomes. Therefore, in this paper, we try to investigate the roles of brand familiarity while interpreting in narrow manner and in emotional sense. For the investigation, we propose the brand familiarity model including meanings, definition, antecedents, outcomes, and relationship building through the previous research studies and name it theoretical model. Then, by using the focus group interview, we extract the relevant items for the brand familiarity constructs. For the extracted items, we conducted survey for almost 120 subjects per each group. For one group, 7-point Likert scale is used and for the other group, dichotomous scale is used. Then, using normalization procedure and ranking the items based on the normalization scores, we identify the differences in the ranking and interpret possible causes of differences. The results show that the outcomes based on the qualitative and quantitative integration are quite similar to suggested theoretical brand familiarity model and constructs in the model and the items can be used in the future research. In addition, the items comprised the relevant construct can be extracted by comparing 7-point scale and dichotomous scale. This approach might help to solve some problems caused by using reliability and structural model of one type of scale.