ISSN : 1229-6783(Print)
ISSN : 2288-1484(Online)
ISSN : 2288-1484(Online)
Journal of the Korea Safety Management & Science Vol.15 No.1 pp.303-315
DOI : https://doi.org/10.12812/ksms.2013.15.1.303
DOI : https://doi.org/10.12812/ksms.2013.15.1.303
정당 소속 후보자 브랜드의 매개효과에 관한 연구
Mediator Effect of Presidential Candidate Brand Affiliated to Certain Party
Received December 24, 2012; Revision Received March 15, 2013; Accepted March 15, 2013.
Abstract
The purpose of this study is to explore the mediator effect of the presidential candidate brand affiliated tothe certain party toward enhancing the party brand equity and the presidential candidate brand value. In detail,firstly, the study attempts to identify the determinants of the party brand equity. Secondly, we clarify thefactors of presidential candidate brand value. Finally, the paper testifies the proposed mediator model of thepresidential candidate brand with respect to the impact of the belonging party brand equity in voting intention.
Results show that the mediator effect of candidate brand exists between the affiliated party and the votingintention. In voting intention, the perceived quality of the party brand equity significantly influences on thecandidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidatebrand significantly. In addition, the result proposes the all components of candidate brand value have significantimpacts on voting intention. This paper is an initial attempts to regard the political parties and affiliatedcandidates in terms of brand marketing as the party brand equity and the candidate brand value respectively.
With respect to better enhancing an approval rating, the study is proposed to the parties and candidatesto-do list and direction of brand equity management.
Results show that the mediator effect of candidate brand exists between the affiliated party and the votingintention. In voting intention, the perceived quality of the party brand equity significantly influences on thecandidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidatebrand significantly. In addition, the result proposes the all components of candidate brand value have significantimpacts on voting intention. This paper is an initial attempts to regard the political parties and affiliatedcandidates in terms of brand marketing as the party brand equity and the candidate brand value respectively.
With respect to better enhancing an approval rating, the study is proposed to the parties and candidatesto-do list and direction of brand equity management.
Party Brand Equity,Perceived Quality,Brand Loyalty,Brand Association,Candidate Brand,Voting Intention
- 32 채영덕 303-315.pdf607.7KB
Reference
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3.서울신문(2012. 4. 4) "[총선 D-5] 수도권·3040·텃밭 다 잡아라"
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5.연합뉴스(2002. 10. 25) "이회창 33.9 정몽준 28 노 무현 19.2%" 여론조사
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7.남인용(1998) "유명 옹호인(Celebrity endorser)의 광고효과에 관한 연구(Effectiveness of Celebrity Endorser in TV Commercials : An Empirical Test of VisCAP Model), (국내박사학위논문, 서울 대학교 대학원).
8.안광호, 이지은, 전주언(2009) "브랜드 태도와 브랜 드 애착 형성의 이중경로가 브랜드 충성도에 미치 는 효과에 관한 연구", 광고학연구, Vol. 20, No. 5, pp.67-89
9.이곤수 · 송건섭(2011) "지방선거의 유권자 투표 선 택, 정당인가 후보인가? : 6.2 지방선거와 서울시의 사례" 한국정책과학학회보 Vol. 15 No. 4
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19.Cain, Bruce, Ferejohn, J, and Fiorina, M. P(1987) "The Personal Vote : Constituency Sevice and Electoral Independence", Cambridge : Havard University Press.
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21.Chaudhuri, A and Holbrook, M. B(2001) "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty" Journal of Marketing Vol. 65, No. 2, pp. 81-93.
22.Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N,(1995) "Brand equity, brand preference, and purchase intent", Journal of Advertising, Vol. 24, No. 3, pp25-40.
23.Davies, M., Preston, D. and Wilson, J.(1992), "Elements of not-for-profit marketing: A case of university accommodation", European Journal of Marketing, Vol. 286 No. 12, pp. 56-71.
24.Dodds, W. B., Monroe, K. B and Grewal, D(1991) "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations" Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
25.Doherty, N., Saker, J. and Smith, G.(1998), "Developing appropriate marketing within the public leisure and library sectors: a comparative study", Managing Leisure, Vol. 3, No. 3. pp. 149-162.
26.Downs, A(1957) "An Economic Theory of Democracy" New York : Harper & Row Publishers
27.Erdem, T and Swait, J(2004) "Brand Credibility, Brand Consideration, and Choice" Journal of Consumer Research Vol. 31, No. 1, pp. 191-198.
28.Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). "Selecting Celebrity Endorsers: The Practitioner's Perspective," Journal of Advertising Research, pp. 39-47.
29.Farquhar, P.H. (1989), ``Managing brand equity'', Marketing Research, Vol. 1, pp. 24-33.
30.Fiorina, M. P(1981) "Retrospective Voting in American National Elections" New Heaven : Yale University Press
31.Haley, E(1996), "Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising", Journal of Advertising, Vol. 25, No. 2, pp. 19-35.
32.Holmbeck, G. N(1997) "Toward terminological, conceptual, and statistical clarity in the study of mediators and moderators: Examples from the child-clinical and pediatric psychology" Journal of Consulting and Clinical Psychology, Vol 65, No 4, pp.599-610. 
33.Hoyle, R. H and Smith, G. T(1994) "Formulating clinical research hypotheses as structural equation models: A conceptual overview." Journal of Consulting and Clinical Psychology, Vol. 62, No. 3, pp.429-440.
34.Kavanagh, D.(1995), Election Campaigning: the New Marketing of Politics, Oxford, Blackwell.
35.Keller, K. L(1993) "'Conceptualizing, Measuring, and Managing Customer-based Brand Equity", Journal of Marketing Vol. 57, No, 1 pp. 1-22.
36.Keller, K. L(1998) "Strategic Brand Management" Prentice-Hall.
37.Keller, K. L and Aaker, D. A(1992) "The Effects of Sequential Introduction of Brand Extensions" Journal of Marketing Research Vol. 29, No. 1, pp. 35-50
38.Kotler, P. and Kotler, N.(1999), "Generating effective candidates, campaigns, and causes", In: Handbook of Political Marketing, (Ed) Newman, B., Thousand Oaks, Sage, pp.3-19.
39.Luck, D. J(1969) "Broadening the concept of marketing too far", Journal of Marketing, Vol. 33, No. 7, pp. 53-63.
40.Marshall, D. P.(1997), Celebrity and Power: Fame in Contemporary Culture, Minneapolis, University of Minnesota Press.
41.McCubbins. MD, Kiewiet. R(1991) "The Logic of Delegation: Congressional Parties and the Appropriation Process" University of Chicago
42.Myers, C.(2003) "Managing brand equity: a look at the impact of attributes" Journal of Product & Brand Management, Vol. 12 pp. 39-51.
43.Newman, B. I(1994) "The Marketing of a President: Political marketing as campaign strategy", Sage, Thousand Oaks, New Jersey.
44.O'Cass, A.(1996), "Political marketing and the marketing concept", European Journal of Marketing, Vol. 30, No. 10, pp. 37-53.
45.Ohanian, R. (1990) "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising Vol, 19. pp. 39–52.
46.Peters, T(1999) "The Brand You 50 : Or : Fifty Ways To Transform Yourself From An 'Employee' Into A Brand That Shouts Distinction, Commitment, And Passion!", Random House Inc
47.Petroshius S. M. and Monroe, K. B.(1987) "Effect of Product-Line Pricing Characteristics on Product Evaluations" Journal of Consumer Research Vol. 13, No. 4, pp. 511-519.
48.Prasad, K., & Dev, C. S(2000), "Managing hotel brand equity", Cornell Hotel and Restaurant Administration Quarterly, Vol. 41, No. 3, pp. 22-31.
49.Scammell, M(2007) "Political Brands and Consumer Citizens: The Rebranding of Tony Blair" The ANNALS of the American Academy of Political and Social Science. Vol. 611, No, 1, pp. 176-192.
50.Schweiger, G. and Adami, M(1999), "The non-verbal image of politicians and political parties", In: Handbook of Political Marketing, (Ed) Newman, B.,Sage, Thousand Oaks. pp. 347-364.
51.Simpson, E. K., Kahler R, C(1980) "A scale for source credibility, validated in the selling context", Journal of Personal Selling & Sales Management Vol. 1 Issue 1, p17
52.Smith, G. and Saunders, J.(1990), "The application of marketing to British politics", Journal of Marketing Management, Vol. 5, No. 3, pp. 295-306.
53.Smith, G,(2010) The 2001 "General Election: Factors Influencing the Brand Image of Political Parties and their Leaders" Journal of Marketing Management, Vol. 17, pp. 989 - 1006.
54.Thomson, M(2006) "Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities" Journal of Marketing Vol. 70, No. 3, pp. 104-119.
55.Washburn J. H. and Plank, R. E.(2002) "Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale", Journal of Marketing Theory and Practice Vol. 10, No. 1, pp. 46-62.
56.Yoo, B and Donthu, N(2002), "Testing cross-cultural invariance of the brand equity creation process," Journal of Product & Brand Management, Vol.11, No. 6, pp. 380-398.
57.Zeithaml, V. A(1988) "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence", Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
2.국민일보(2012. 09. 24) "'국민 40% 지지할 정당이 없다.' 충격"
3.서울신문(2012. 4. 4) "[총선 D-5] 수도권·3040·텃밭 다 잡아라"
4.아시아경제 (2007. 12. 7) "[대선 여론조사] 당선 가 능성...이명박 67.4% 초강세"
5.연합뉴스(2002. 10. 25) "이회창 33.9 정몽준 28 노 무현 19.2%" 여론조사
6.한겨레(2004. 4. 4) "부동층 향배 큰 변수 안 될 듯"
7.남인용(1998) "유명 옹호인(Celebrity endorser)의 광고효과에 관한 연구(Effectiveness of Celebrity Endorser in TV Commercials : An Empirical Test of VisCAP Model), (국내박사학위논문, 서울 대학교 대학원).
8.안광호, 이지은, 전주언(2009) "브랜드 태도와 브랜 드 애착 형성의 이중경로가 브랜드 충성도에 미치 는 효과에 관한 연구", 광고학연구, Vol. 20, No. 5, pp.67-89
9.이곤수 · 송건섭(2011) "지방선거의 유권자 투표 선 택, 정당인가 후보인가? : 6.2 지방선거와 서울시의 사례" 한국정책과학학회보 Vol. 15 No. 4
10.이유재, 라선아(2002) " 브랜드 퍼스낼리티 - 브랜 드 동일시 - 브랜드자산 모형 : 이용자와 비이용 자간 차이에 대한 탐색적 연구" 마케팅연구 Vol. 17, No. 3, pp. 1-32.
11.Aaker, D.A.(1991), "Managing Brand Equity: Capitalizing on the value of a brand name", New York: The Free Press
12.Aaker, D.A(1996) "Measuring brand equity across products and markets" California Management Review, Vol. 38 No. 3
13.Aaker, D.A. and Joachimsthaler, E(2000) "The brand relationship spectrum: The key to the brand architecture challenge", California Management Review, Vol 42, No 4, pp8-23.
14.Aaker, D.A.(2002), "Brand Portfolio Strategy", The Free Press, New York, NY
15.Amanda S, Ravi P, Cornwell T. B, (2011),"Celebrity endorsement, brand credibility and brand equity", European Journal of Marketing, Vol. 45 Iss: 6 pp. 882 - 909
16.Basil, M. D.(1996), "Identification as a Mediator of Celebrity Effects," Journal of Broadcasting and Electronic Media, Vol. 40, No. 4, pp. 478-495.
17.Bursan, R & Sari, A. K(2009) "The role of advertising in endores celebrity beauty product (lux soap advertisement on case) in Bandarlampung" Journal of Business and Management, Vol. 5, No 3, pp279 - 301
18.Butler, P. and Collins, N.(1994), "Political marketing: Structure and process", European Journal of Marketing, Vol. 28, No. 1, pp. 19-34.
19.Cain, Bruce, Ferejohn, J, and Fiorina, M. P(1987) "The Personal Vote : Constituency Sevice and Electoral Independence", Cambridge : Havard University Press.
20.Campbell. A (1960) "Surge And Decline: A Study of Electoral Change", Public Opinion Quarterly, Vol. 24, No. 3 pp. 397-418.
21.Chaudhuri, A and Holbrook, M. B(2001) "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty" Journal of Marketing Vol. 65, No. 2, pp. 81-93.
22.Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N,(1995) "Brand equity, brand preference, and purchase intent", Journal of Advertising, Vol. 24, No. 3, pp25-40.
23.Davies, M., Preston, D. and Wilson, J.(1992), "Elements of not-for-profit marketing: A case of university accommodation", European Journal of Marketing, Vol. 286 No. 12, pp. 56-71.
24.Dodds, W. B., Monroe, K. B and Grewal, D(1991) "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations" Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
25.Doherty, N., Saker, J. and Smith, G.(1998), "Developing appropriate marketing within the public leisure and library sectors: a comparative study", Managing Leisure, Vol. 3, No. 3. pp. 149-162.
26.Downs, A(1957) "An Economic Theory of Democracy" New York : Harper & Row Publishers
27.Erdem, T and Swait, J(2004) "Brand Credibility, Brand Consideration, and Choice" Journal of Consumer Research Vol. 31, No. 1, pp. 191-198.
28.Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). "Selecting Celebrity Endorsers: The Practitioner's Perspective," Journal of Advertising Research, pp. 39-47.
29.Farquhar, P.H. (1989), ``Managing brand equity'', Marketing Research, Vol. 1, pp. 24-33.
30.Fiorina, M. P(1981) "Retrospective Voting in American National Elections" New Heaven : Yale University Press
31.Haley, E(1996), "Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising", Journal of Advertising, Vol. 25, No. 2, pp. 19-35.
32.Holmbeck, G. N(1997) "Toward terminological, conceptual, and statistical clarity in the study of mediators and moderators: Examples from the child-clinical and pediatric psychology" Journal of Consulting and Clinical Psychology, Vol 65, No 4, pp.599-610.
33.Hoyle, R. H and Smith, G. T(1994) "Formulating clinical research hypotheses as structural equation models: A conceptual overview." Journal of Consulting and Clinical Psychology, Vol. 62, No. 3, pp.429-440.
34.Kavanagh, D.(1995), Election Campaigning: the New Marketing of Politics, Oxford, Blackwell.
35.Keller, K. L(1993) "'Conceptualizing, Measuring, and Managing Customer-based Brand Equity", Journal of Marketing Vol. 57, No, 1 pp. 1-22.
36.Keller, K. L(1998) "Strategic Brand Management" Prentice-Hall.
37.Keller, K. L and Aaker, D. A(1992) "The Effects of Sequential Introduction of Brand Extensions" Journal of Marketing Research Vol. 29, No. 1, pp. 35-50
38.Kotler, P. and Kotler, N.(1999), "Generating effective candidates, campaigns, and causes", In: Handbook of Political Marketing, (Ed) Newman, B., Thousand Oaks, Sage, pp.3-19.
39.Luck, D. J(1969) "Broadening the concept of marketing too far", Journal of Marketing, Vol. 33, No. 7, pp. 53-63.
40.Marshall, D. P.(1997), Celebrity and Power: Fame in Contemporary Culture, Minneapolis, University of Minnesota Press.
41.McCubbins. MD, Kiewiet. R(1991) "The Logic of Delegation: Congressional Parties and the Appropriation Process" University of Chicago
42.Myers, C.(2003) "Managing brand equity: a look at the impact of attributes" Journal of Product & Brand Management, Vol. 12 pp. 39-51.
43.Newman, B. I(1994) "The Marketing of a President: Political marketing as campaign strategy", Sage, Thousand Oaks, New Jersey.
44.O'Cass, A.(1996), "Political marketing and the marketing concept", European Journal of Marketing, Vol. 30, No. 10, pp. 37-53.
45.Ohanian, R. (1990) "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising Vol, 19. pp. 39–52.
46.Peters, T(1999) "The Brand You 50 : Or : Fifty Ways To Transform Yourself From An 'Employee' Into A Brand That Shouts Distinction, Commitment, And Passion!", Random House Inc
47.Petroshius S. M. and Monroe, K. B.(1987) "Effect of Product-Line Pricing Characteristics on Product Evaluations" Journal of Consumer Research Vol. 13, No. 4, pp. 511-519.
48.Prasad, K., & Dev, C. S(2000), "Managing hotel brand equity", Cornell Hotel and Restaurant Administration Quarterly, Vol. 41, No. 3, pp. 22-31.
49.Scammell, M(2007) "Political Brands and Consumer Citizens: The Rebranding of Tony Blair" The ANNALS of the American Academy of Political and Social Science. Vol. 611, No, 1, pp. 176-192.
50.Schweiger, G. and Adami, M(1999), "The non-verbal image of politicians and political parties", In: Handbook of Political Marketing, (Ed) Newman, B.,Sage, Thousand Oaks. pp. 347-364.
51.Simpson, E. K., Kahler R, C(1980) "A scale for source credibility, validated in the selling context", Journal of Personal Selling & Sales Management Vol. 1 Issue 1, p17
52.Smith, G. and Saunders, J.(1990), "The application of marketing to British politics", Journal of Marketing Management, Vol. 5, No. 3, pp. 295-306.
53.Smith, G,(2010) The 2001 "General Election: Factors Influencing the Brand Image of Political Parties and their Leaders" Journal of Marketing Management, Vol. 17, pp. 989 - 1006.
54.Thomson, M(2006) "Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities" Journal of Marketing Vol. 70, No. 3, pp. 104-119.
55.Washburn J. H. and Plank, R. E.(2002) "Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale", Journal of Marketing Theory and Practice Vol. 10, No. 1, pp. 46-62.
56.Yoo, B and Donthu, N(2002), "Testing cross-cultural invariance of the brand equity creation process," Journal of Product & Brand Management, Vol.11, No. 6, pp. 380-398.
57.Zeithaml, V. A(1988) "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence", Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
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