상표태도의 영향요인 및 결과변수 : 국내 자동차 회사를 중심으로

This study is to show how the brand attitudes to automobile are affected by the brand personality, company image, and belief about product attributes in the case of mid-sized sedan. The study results can be summarized as follows. First, we investigated the relationship between brand personality and attitude to the brand in Hypothesis Ⅰ, which showed the attitudes to the brand were affected by the dimensions of sophistication, professional, activity, soundness, originality, and sincerity, but not affected by ruggedness. That is to say the most influencing factor about attitude is sophistication and the least factor is ruggedness. Second, we examined the relationship between positive company image and attitude to brand in Hypothesis Ⅱ. The test result showed the attitudes were affected by the foreign image, marketing image, leading image, steadiness image. That is to say the most influencing factor about attitude is foreign image. Third, we tested the relationship between the beliefs about product attributes and attitude to brand in Hypothesis Ⅲ, whose result showed the attitudes were affected by performance, economical feature, A/S, options. The other words, the most influencing factor about attitude is performance. Lastly, we examined the relationship between the purchasing intention and attitude to brand in Hypothesis Ⅳ. Test result showed these are closely related each other. This is consistent with the former study result and it means the more positive attitude they have, the more likely they are to have a purchase intention.