에너지경제연구 Korean Energy Economic Review Volume 9, Number 2, September 2010 : pp. 19~41 석유제품브랜드의자산가치측정 : 휘발유를 중심으로 19

Size: px

Start display at page:

Download "에너지경제연구 Korean Energy Economic Review Volume 9, Number 2, September 2010 : pp. 19~41 석유제품브랜드의자산가치측정 : 휘발유를 중심으로 19"

성선 경
5 years ago
Views:

1 에너지경제연구 Korean Energy Economic Review Volume 9, Number 2, September 2010 : pp. 19~41 석유제품브랜드의자산가치측정 : 휘발유를 중심으로 19

2 20

3 21

4 22

5 23

6 24

7 25

8 < 표 1> 석유제품속성과수준 26

9 [ 그림 1] 휘발유선택질문 27

10 ~ ~ < 표 2> 표본의특성 ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ 28

11 29

12 exp exp < 표 3> 효용함수의변수 30

13 < 표 4> 조건부로짓모형결과 (5) = (5) = Prob > chi2 = 0.00 Prob > chi2 = 0.00 Pseudo R2 = Pseudo R2 = = = P>z P>z SK *** *** SK SEX GS *** *** GS SEX ** SOIL * SOIL SEX DIST *** *** DIST SEX ** PRICE *** *** PRICE SEX *** 31

14 32

15 < 표 5> 성별별추정계수 33

16 34

17 < 표 6> 휘발유 1리터당브랜드자산가치 ( 현대오일뱅크기준 ) < 표 7> 연간브랜드자산가치 35

18 36

19 37

20 접수일 (2010 년 8 월 13 일 ), 수정일 (1 차 : 2010 년 9 월 17 일 ), 게재확정일 (2010 년 9 월 24 일 ) 38

21 : :. 58(1) : (4) : (1) : DBPI. 5(2) : Web Identity : : :,,. 50(4) : (: ) (2) : Aaker, J. C Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Ontario. The Free Press Measuring Brand Equity Across Products and Markets. 39

22 California Management Review 38(3) : Carroll, J. D. and Green, P. E Guest Editorial: Psychometric Methods in Marketing Research: Part 1, Conjoint Analysis. Journal of Marketing Research 32(4) : Ceurvorst, R. W A Brand Equity Measure Based on consumer Commitment to Brands. Advertising researching Foundation Brand Equity Workshop, Transcript Proceeding, Building Brand equity, The Lead role of Research in Managing the Power of Brand, an ARF Key Issues Workshop, Feb, 15-16, 1994, The New York Hiltonde Chernatony, L., and M. McDonald, Creating Powerful Brands in Consumer Service and Industrial Markets 3rd ed. Oxford: Butterworth Heinemann. Green, P. E. and Rao, V. R Conjoint Measurement for Quantifying Judgemental Data. Journal of Marketing Research 8 : Haab T. and McConnell, K Valuing Environmental Natural Resources. The Econometrics of Non-Market Valuation. Northampton, MA, Edward Elgar Publishing. Keller, L. K Conceptualizing measuring and Managing Customer-Based Brand Equity. Journal of Marketing 57(1) : Prasad, K. and Dev, C. S Managing Hotel Brand Equity: A Customer-Centric Framework for Assessing Performance. The Cornel Hotel and Restaurant Administration Quarterly 41(1) : Vazquez, R., Belen del Rio, A. and Iglesias, V Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management 18(1) : Simon, C. J. and Sullivan, M. W The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science 12(1) : Train, K Discrete Choice Method with Simulation. Cambridge University Press. 40

23 ABSTRACT This research measures the brand equity of the gasoline market in Korea. Measuring brand equity is an important factor in devising firm's marketing strategy. The data was collected by conducting the internet survey of 200 persons who have drive licenses in Seoul. Conjoint method is used for estimating the brand equity. The results of the conjoint method are that (1) the unit brand equity of GS is the highest among the gasoline brands and is followed by SK, S-OIL, and Hyundai. (2) The difference of preference between GS and SK is much greater in women than in men. This means women are more sensitive to brand of gasoline than men. (3) Even though SK sells more gasoline than GS, GS has the greatest total brand equity due to its highest unit brand equity. Key Words : Brand equity, Conjoint method, Gasoline Brand 41

<C3D6C1BE2DBDC4C7B0C0AFC5EBC7D0C8B8C1F62833322D32C8A3292E687770>

<C3D6C1BE2DBDC4C7B0C0AFC5EBC7D0C8B8C1F62833322D32C8A3292E687770> 유자차 신제품에 대한 소비자 지불의사액 추정 강혜정 최지현 이기웅 유자차 신제품에 대한 소비자 지불의사액 추정 An Analysis on Estimation of Willingness to Pay for the New Products of Citrus Tea Assessed by Korean Consumers 강혜정* 최지현** 이기웅*** 1) Kang,