A marketing activity or a branding activity didn`t play a great role in selling automobiles in the times of the manufacturing-centered industry. However, as the market of automobiles became international owing to the currency of globalization, the competition of multinational enterprises in selling the automobiles got more intense. Therefore, the enterprises shifted their management paradigm from the manufacturing-centered system into the marketing and brand-intensive system, and many enterprises devoted themselves to constructing their own brand to give a profound recognition to the consumers. Accordingly, in this study we attempted to analyze the brand identity of the automobile market through a brand differentiation strategy in the market of imported cars which held a dominant position more and more in the domestic market of automobiles with their excellent brand value. As a result, we could draw a conclusion as follows. Firstly, we analyzed the love of brand identity taking the association level of a corporate image and a brand image as an independent variable, so that we realized that BMW and Benz had a high level of image association and promoted the love of brand identity with a good corporate image, whereas Volkswagen promoted the love of brand identity only with a corporate image and Audi did so only with the association level of brand image. Secondly, in the analysis of the influence on the trust of a brand identity it was shown that the corporate image, the brand image, and the association level of the brand image in all the brands of automobiles had a meaningful influence on the trust of identity, and that the better a corporate image was and the higher the level of image association through a brand was, the higher the level of trust of the brand identity became. However, it was also displayed that BMW and Volkswagen had a relatively greater influence with the corporate image, while Audi and Benz did so with the brand image association.
댓글 없음:
댓글 쓰기