The effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers

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dc.contributor.authorKim, Ki-Pyeong
dc.contributor.authorKim, Yoo-Oh
dc.contributor.authorLee, Min-Kweon
dc.contributor.authorYoun, Myoung-Kil
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2014-03-04
dc.date.available2014-03-04
dc.date.defense2014-03-04
dc.description.abstractDue to Korea’s recent economic depression, polarised consumption, and intensifying competition, its medium and small traders and manufacturers find it increasingly difficult to compete for sales in the domestic and foreign markets. The reality is that their survival is being threatened by the weakness of their brand power compared to that of large businesses and global enterprises. As the brand has become a key method for identifying products and guaranteeing quality owing to the spread of the Internet, the position of medium and small traders and manufacturers with relatively weak brand power has become tenuous. Accordingly, securing the brand marketing function is becoming a crucial factor for those medium and small traders and manufacturers who wish to leap into the middle ranks through sales increases and business stabilization achieved by market extension. Therefore, this study presents a model that clarifies the effect of the Co-Brand Marketing Mix Strategy when used by medium and small traders and manufacturers on customer satisfaction and loyalty and offers hypotheses to clarify the relationship among variables by examining previous studies on co-brand, the Marketing Mix Strategy, customer satisfaction, trust, and loyalty. The fact that customer satisfaction increases loyalty, thus triggering repurchase intentions and recommendation intentions, will also be verified. This paper is, therefore, clearly different from existing studies targeting large, medium, and small businesses since it focuses on medium and small traders and manufacturers. The significance of this study is in its assertion that the co-brand strategy can become a method for medium and small traders and manufacturers to secure their competitiveness.en
dc.formattext
dc.format.extent140-151 s.cs
dc.identifier.doi10.15240/tul/001/2014-1-011
dc.identifier.eissn2336-5604
dc.identifier.issn12123609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/6766
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectMedium and small traders and manufacturersen
dc.subjectSmall- and medium-sized businessesen
dc.subjectCustomer satisfaction and loyaltiesen
dc.subjectco-brand marketing mix strategyen
dc.subject.classificationM31
dc.subject.classificationO53
dc.subject.classificationC44
dc.titleThe effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturersen
dc.typeArticleen
local.accessopen
local.citation.epage151
local.citation.spage140
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE&Men
local.relation.abbreviationE+Mcs
local.relation.issue1
local.relation.volume17
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