광어와 연어의 브랜드 자산 차별성에 관한 연구

Abstract

In the raw fish market, consumption of domestic fish species such as flatfish is being replaced by consumption with new species like salmon. The reason for this phenomenon is that demand for imported substitutes is increasing and consumers' tastes are shifting. Brand equity from consumer perspective is an important management target in today's market changes. However, there is no empirical analysis on seafood brand equity domestically. Therefore, the purpose of this study is to identify the factors influencing brand equity focusing on raw fish market and to derive marketing implications to increase flatfish consumption. To achieve the purpose of research, this study conducted factor analysis, regression analysis, and t-test. The analysis revealed that the five factors affecting brand equity which are perceived quality, price recognition, brand image, customer image and communication. Especially, perceived quality and customer image have a significant impact on brand equity. A remarkable thing is that customer image is a newly discovered variable in the field of fisheries consumption. It represents that social image plays a key role in the decision-making process of purchasing seafood. Another important finding is that there is a clear difference between the preferred groups of flatfish and salmon. Consumers are positive about the quality and price of flatfish, but its intangible attributes such as brand image and communication are weak point. Salmon, on the other hand, have positive perception of brand image and communication. According to the results, satisfying the consumers' emotional experience through developing intangible value is a way to promote consumption. Also flatfish need to revolutionize their main customer image.