싫증브랜드에 대한 브랜드강화와 활력전략: Tech-art 콜라보레이션을 통한 지각된 가치와 구매의도를 중심으로

In this study, a collaboration effect as the strategies for strengthening and energizing boring brands was proposed to play a leading role in marketing environment and customers’ changing desires to go beyond prompt responses. In Study 1, brands were classified into either boring or not-boring based on the negative emotion, that is, bored with specific brands, and the effect of collaboration with tech-art was tested through changes in the brand attitude. In Study 2, the relationship between consumers’ perceived value and purchase intention was tested when the tech-art collaboration was applied as an energizing strategy for the boring brands. For the study, pilot study, pre-study and main study were conducted, during which customers were made to select between boring brands and non-boring brands, and the tech-art collaboration scenario was applied. Then, to the boring brands selected by customers, the tech-art collaboration was applied, and perceived value and purchase intention were evaluated through the surveying company and data were collected. The analysis results showed that there were differences in the brand attitude towards boring brands and not-boring brands and for the boring brands, the tech-art collaboration was proved to make the brand attitude positive. When the tech-art collaboration was applied to the boring brands, it was shown that it would lead to the purchase intention through the perceived value and that the brand strengthening and energizing strategies through the tech-art collaboration was more effective in utilitarian products than in hedonic products. The results of this study will be useful for expanding the study of brand equity management for product line extension, repositioning, existing market expansion and new market development; and moreover, these results will be useful for not only preserving brand equity factors but also for establishing company’s effective brand portfolio strategies.