CEO평판, 기업홍보, 제품혁신이 브랜드 자산과 고객-브랜드 관계에 미치는 영향에 관한 연구： 벤처기업 대상을 중심으로

For venture businesses, product development is important in the early market but more important is that they can obtain significant position in the market depending on how they build brand equity value with customers. Therefore, it is to find what factors works greatly for venture companies which have not secured stable status in the market, yet to build brand equity and how customer-brand relationship is established. Namely, determinants of brand equity were set up with brand awareness, perceived quality and brand association through preceding studies, and factors such as CEO reputation, PR and product innovation, etc were selected as dependent variables affecting it and a hypothesis was made, which each of them would have a positive effect on brand equity. In addition, it was to investigate how brand equity affected brand-customer relationship. The results of survey conducted are as follows to verify this research hypothesis. It appeared that CEO reputation, PR and product innovation exerted almost positive effect on building brand equity such as company brand awareness, perceived product quality, and company brand association etc. Meanwhile, The outcome to verify the influential relations between determinants of brand equity and customer-brand relationship is that perceived product quality and brand association have an positive effect on customer-brand relationship but brand awareness has no statistically significant positive effect on it. These research results illustrates which are influential factors for venture businesses of which status in the market is not enough to evaluate company brand equity value and to build friendly relationships with customers, and provide indications by influential factors concerning what methods exist to enhance market performance.