마케팅활동, 브랜드자산, 브랜드성과 간의 관계에 관한 연구: 서비스업을 중심으로

Given the result of empirical research that brand equity positively affects brand performance such as market share and brand profit, many companies invest lots of resources in establishing and managing brand equity. However, marketers hardly know which marketing activity is most effective in building up the brand equity to improve brand performance. Thus they have difficulties in making a decision on resource allocation. Accordingly, this research develops a comprehensive model to incorporate marketing activities, brand equity and brand performance, and then examines the entire structural relationships among them. Extant research tend to focus on the product brand equity and use the perceived values obtained from a survey for measuring marketing activities and brand performance. For 76 service brands, however, this research measures them with the data from financial statements. The result of path analysis shows that 9 hypotheses about the relationships among marketing activities, brand equity and brand performance are supported. This provides marketers with a meaningful information about the effect of investment on the marketing activities to improve brand performance through brand equity.