An International Comparative Analysis of Brand Value: Korean Ginseng and Changbai Mountain Ginseng

• 발행기관: (사)일류기업연구소
• 저자명: Mingwen Gao Hongyan Zhao Marley Pyun
• 간행물 정보: 『일류기업연구』제2권 제1호, 57~76쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study using Aaker’s Brand Equity Theory and Keller’s consumer-centric framework to analyze the position of the determinants of ginseng brand value through a comparative analysis of Changbai Mountain (China) and Korean ginseng brands. Design/methodology/approach - This study grounded in Aaker’s Brand Equity Theory and Keller’s consumer-centric framework, we propose a five-dimensional model encompassing brand quality, innovation, communication, protection, and social responsibility. Findings - Results reveal significant disparities in brand value perception, with Korean ginseng outperforming Changbai Mountain ginseng. Key drivers include Korea’s institutionalized innovation and robust legal safeguards, contrasted against China’s reliance on natural qualityand weak social responsibility alignment. Research implications or Originality - This study extends brand equity frameworks to agricultural specialties, highlighting innovation and legal enforcement as underexplored levers in traditional models and it identifies actionable strategies for Chinese producers.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research Methodology

Ⅳ. Methodology of Empirical Analysis

V. Comparative Analysis of Ginseng Brand Value and Influencing Factors: Changbai Mountain vs. Korean Ginseng

Ⅶ. Conclusion and Future Research

Reference

키워드

Brand Value Ginseng Brands Drivers of Brand Equity Comparative Analysis

참고문헌

• Appetite
• Journal of advertising
• American Economic Review
• The Free Press
• Journal of economic literature
• Asia-Australia Marketing Journal
• Irwin
• Journal of Business Research
• Fashion & Textiles
• Marketing Science
• Industrial Marketing Management
• International Journal of Research in Marketing
• Journal of Marketing
• Cognitive Psychology
• Journal of the Academy of Marketing Science