정유산업에서 브랜드 캐릭터 활용이 브랜드 애착, 개성, 신뢰, 충성도에 미치는 영향 분석 = Analysis of the Impact of Brand Character Utilization in the Refining Industry on Brand Attachment, Personality, Trust and Loyalty

다국어 초록 (Multilingual Abstract)

This study empirically examines the impact of the brand character ‘Good-Oil’ of S-Oil Corporation on consumer responses in the refinery industry, a typical credence-goods sector where product quality cannot be directly evaluated by consumers. To achieve this, an experimental survey was conducted with 300 consumers who regularly visit gas stations. A within-subjects design was employed, and participants were sequentially exposed to character-based and non-character advertising stimuli, with the presentation order randomized to ensure objectivity. Changes in brand attachment, personality, trust, and loyalty were measured before and after exposure. Collected data were analyzed using factor analysis, reliability testing, regression analysis, and paired-sample t-tests. The results indicate that: (1) the presence of a brand character significantly enhances brand attachment, perceived brand personality traits and brand trust; (2) these three psychological constructs—attachment, personality and trust—have a statistically significant positive effect on brand loyalty; (3) however, the direct effect of the character itself on loyalty was not significant. This is interpreted as reflecting the characteristics of the petroleum retail market, where behavioral choices are strongly shaped by practical factors such as price and station accessibility. Overall, the findings demonstrate that brand characters do not directly increase loyalty but function as full mediators that strengthen loyalty through psychological mechanisms of emotional attachment, perceived distinctiveness, and trust. This study suggests that, beyond price-based competition, character-driven emotional branding can serve as an effective strategic tool for building brand equity in the refinery industry.