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

< 표 1> 석유제품속성과수준 26

[ 그림 1] 휘발유선택질문 27

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

exp exp < 표 3> 효용함수의변수 30

< 표 4> 조건부로짓모형결과 (5) = 1469.98 (5) = 1509.3 Prob > chi2 = 0.00 Prob > chi2 = 0.00 Pseudo R2 = 0.3314 Pseudo R2 = 0.3402 = -1483.08 = -1463.42 P>z P>z SK 0.5272 0.0910 0.0000 *** 0.4559 0.1359 0.0010 *** SK SEX 0.1598 0.1849 0.3870 GS 0.7822 0.0920 0.0000 *** 0.5484 0.1392 0.0000 *** GS SEX 0.4250 0.1873 0.0230 ** SOIL 0.1636 0.0928 0.0780 * 0.0914 0.1355 0.5000 SOIL SEX 0.1512 0.1881 0.4210 DIST -0.6635 0.0347 0.0000 *** -0.7520 0.0528 0.0000 *** DIST SEX 0.1585 0.0704 0.0240 ** PRICE -0.0179 0.0007 0.0000 *** -0.0227 0.0013 0.0000 *** PRICE SEX 0.0081 0.0016 0.0000 *** 31

< 표 5> 성별별추정계수 33

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

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

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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