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AbstractA Study on the Influence Brand Functions on Behavioral intention of Consumers
Han, Eun- kyung / Assistant Professor,
Dept. of Journalism & Mass Communication,
This study examined the influence on brand images of RV(Recreational Vehicle) brands on their functions(Guarantee, Personal Identification, Ideal Identification, Social Identification, Status). Also, this shows the influence on functions of RV brands to behavioral intention of consumers(extension, recommendation, price premium). In results, in RV market, ‘Excitement’ and ‘Sophistication’ images on RV brands have influence on the personal identification function that consumers identify themselves with specific brands and develope feelings of congruity towards them. As the personal identification function increases, positive extension and recommendation of brand are increased. Also, ‘Strength’ and ‘Sophistication’ images positively have influence on the social identification function that means brand’s ability indicates a good reputation among the groups with that consumers belong to or aspire to form part of. This function favors extension and recommendation of brand. And ‘Strength’ and ‘ Sophistication’ image favor the status function. This function that expresses the feeling of administration and prestige that consumers may feel upon using the brand positively affect brand extension and price premium. Throughout this study, we generally shows influential relations of consumer behavior among brand image, brand function and behavioral intention of consumers on RV brand market. From these results we can draw, for marketers, advertisers and communicators, a set of implications for the practical business of RV brands.
Keywords : Brand Image, Brand Function, Personal Identification Function, Social Identification Function, Status Function |
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