Earticle

초록

영어

The purpose of this study is to explore the mediator effect of the presidential candidate brand affiliated to the 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 the factors of presidential candidate brand value. Finally, the paper testifies the proposed mediator model of the presidential 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 voting intention. In voting intention, the perceived quality of the party brand equity significantly influences on the candidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidate brand significantly. In addition, the result proposes the all components of candidate brand value have significant impacts on voting intention. This paper is an initial attempts to regard the political parties and affiliated candidates 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 candidates to-do list and direction of brand equity management.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 브랜드와 브랜드 순자본
  2.2 후보자 브랜드
  2.3 선택의도
 3. 연구 설계
  3.1 변수의 조작적 정의
  3.2 연구모형 및 가설
 4. 결과 분석 및 해석
  4.1 응답자의 특성
  4.2 단일차원성 및 신뢰성 검정
  4.3 가설 검증
 5. 결론
 6. 참고문헌

키워드

저자

• 채영덕 [ Young-Dug Chai | 경희대학교 경영학과 ]
• 김준석 [ Joon-Seok Kim | 경희대학교 경영학과 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  대한안전경영과학회지 [Journal of Korea Safety Management & Science]

• 간기

  계간

• pISSN

  1229-6783

• eISSN

  2288-1484

• 수록기간

  1999~2025

• 십진분류

  KDC 530 DDC 620