한국 상황에 맞는 11가지 마케팅 불변의 법칙

여준상,Yeo, Jun-Sang 한국육가공협회 2002 肉加工 Vol.25 No.-

한국기업의 브랜드 관리 문제점과 주류 브랜드의 나아갈 길

여준상,Yeo, Jun-Sang 한국주류산업협회 2001 주류산업 Vol.21 No.2

미용서비스와 제품의 조절초점적합성 효과에 관한 연구

여준상 ( Jun Sang Yeo ),고성현 ( Sung Hyun Ko ) 한국패션비즈니스학회 2010 패션 비즈니스 Vol.14 No.4

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) x 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn`t appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

모브랜드의 폭과 확장제품의 제품범주 유사성이 확장제품 태도 및 모브랜드 신념에 미치는 영향

여준상(Jun Sang Yeo),박종원(Jong Won Park) 한국경영학회 2004 經營學硏究 Vol.33 No.5

성 일치성이 브랜드확장 평가에 미치는 영향

여준상(Jun Sang Yeo),송환웅(Hwan Woong Song),윤태섭(Tai Sub Yoon) 한국마케팅학회 2010 마케팅연구 Vol.25 No.3

본 연구에서는 브랜드의 성과 브랜드 확장이라는 두 가지의 핵심적 이론적 틀을 중심으로 연구를 진행하였다. 연구 1에서는 모브랜드의 지각된 성(남성성 브랜드 vs. 여성성 브랜드)과 확장제품의 사용자 성(남성용 제품 vs. 여성용 제품)을 사용하여, 확장제품 평가에 있어 모브랜드의 지각된 성과 확장제품의 사용자성이 어떻게 영향을 미치는지 보여주었다. 연구 결과, 확장제품 평가에 있어 모브랜드의 지각된 성과 확장 제품의 사용자 성 간의 `성 일치성(gender consistency)`이 높은 경우가 낮은 경우 보다 긍정적인 소비자 평가가 나타났다. 연구 2에서는 연구 1의 결과가 모브랜드-확장제품 간 유사성 수준에 의해 어떻게 조절되는지 살펴보았다. 모브랜드-확장제품간 유사성 수준이 높은 경우, 연구 1의 결과와 같이 확장평가에 있어 모브랜드의 지각된 성과 확장제품의 사용자 성 간의 일치성이 높은 경우가 낮은 경우 보다 긍정적인 소비자 평가가 나타났다. 그러나 모브랜드-확장제품 간 유사성 수준이 낮은 경우는 이러한 성 일치성 효과가 사라지는 것으로 나타났다. This research focused on two important literatures which are about brand extension and brand gender. We tried to highlight the gender consistency effect between parent brand and extended product and also find the moderating factor of that effect. According to Grohmann(2009), consumers utilize masculine and feminine personality traits associated with a brand to enhance their own masculinity or feminity when they use brands for self-expressive purposes. There are many brands which have a specific gender identity in the market place. They also can be stereotyped as either masculine or feminine. Gender stereotypes could influence the perception and judgement of any object, including consumer products and brands. Past studies in brand extension areas have found that the success of an extension depends on the perception of fit(similarity or consistency) between the parent brand and the extended product category. The greater the perception of fit between parent brand and extension, the more easily the positive associations of the parent brand are transferred to the extension. Therefore, greater fit perception will have a positive impact on consumers` evaluation of the extension. At this point, we tried to address the gender consistency effect that can be explained as fit influence between brand gender-perceived gender of parent brand and extension gender-user`s gender of extended product. Also we tried to propose a similarity between parent brand and extended product as a boundary condition of this gender consistency effect, which means the exploring a moderation of gender consistency. Throughout two experimental studies, we intended to show how gender consistency between perceived gender of parent brands and user`s gender of extended products influences on extended product evaluation in study 1. And then we tried to investigate on the moderating role of parent-extension similarity on these influences in study 2. In the concrete, study 1 showed that under gender consistent between perceived gender of parent brands and user`s gender of extended products(e.g., masculine brand and its men`s new product), consumers have more positive attitude towards the extension. While under gender inconsistent(e.g., masculine brand and its women`s new product), consumers had less positive attitude towards the extension. In study 2, we found the moderating role of parent-extension similarity on gender consistency as hypothesized that the gender consistency effect as showed in study 1 appears in condition of similar extension but disappears in dissimilar extension condition. Finally, we addressed theoretical and practical implications of this research and discussed about the limitations and future research directions.

한정메시지유형과 미용서비스유형이 미용서비스태도에 미치는 영향

고성현 ( Sung-hyun Ko ),여준상 ( Jun-sang Yeo ) 한국미용학회 2017 한국미용학회지 Vol.23 No.2

This study verified the effect of scarcity message type and beauty service type on beauty service attitude in the sale promotion situation of beauty salon. As the result of ANOVA analysis on the experimental design 3 (scarcity message type: limited-quantity/limited-time/not limited) × 2 (beauty service type: hair color/nail art), the limited time group showed more positive response to hair color service than limited quantity group and not limited group of beauty service attraction. also the limited time group showed mot positive response to hair color service than other group of service use intention. But the scarcity message effect didn`t appear in the nail art service of beauty service attitude, so that the hypothesis was partially supported. The effect of sales promotion by price discount is maximized when time limited message is presented compared to quantity limited message. Therefore, it is necessary for the hair salon marketers to more stress time limited message when using scarcity message in promotion conditions and it is necessary of more effective strategic method to hold a promotion event focusing on advertising message of price discount sale promotion. and keep in mind that frequent price discount sale promotion exerts negative influence on the promotion effect in the long view.

서비스 경험과 브랜드 명성이 구전의도에 미치는 영향: 미용실서비스를 중심으로

고성현 ( Sung Hyun Ko ),여준상 ( Jun Sang Yeo ) 한국패션비즈니스학회 2009 패션 비즈니스 Vol.13 No.4

The purpose of this research is to investigate the influences of service experience and brand reputation on intention by word of mouth(WOM) when consumers get experiences at beauty salon. We made 2(valence of service experience: positive/negative)×2(brand reputation level: high/low) subjects experimental design in order to find reason that there is a significant difference of intention by word of the mouth between positive experience condition and negative experience condition. Also we tried to find the interaction of two factors. To test our hypothesis, an experiment was performed on 68 university students in seoul area. Specifically, we used 2-way ANOVA and planned contrast method through SPSS 12.0 procedure. As a result, a two-way ANOVA demonstrated a significant main effect of service experience, which means that people more intend to make WOM when they experience a negative service than a positive service. Also the ANOVA showed a significant interaction effect between service experience and brand reputation, which represents that people more intend to make WOM for high-reputed(low-reputed) brand than low-reputed(high-reputed) brand when they encounter negative(positive) services.

가구유형과 자기해석이 소비자 평가에 미치는 영향에 관한 연구

복상용 ( Bok Sang Yong ),우정숙 ( Woo Jeong Sook ),여준상 ( Yeo Jun Sang ),김현진 ( Kim Hyun Jin ) 한국물류학회 2018 물류학회지 Vol.28 No.2

본 연구는 가구유형(일인 가구, 다인 가구)과 자기해석(독립적, 상호의존적)이 소비자 평가(광고태도, 구매의도)에 미치는 영향을 살펴보았다. 기존의 연구는 가구 구성의 형태라는 외적 요인의 영향을 다룬 반면, 본 연구는 동일한 가구유형 내에서도 개인의 내재적인 성향(자기해석)에 따라 소비자 평가가 달라질 수 있음에 주목하였다. 연구를 위하여 가상의 광고 자극물을 디자인하여 실험에 사용하였고, 데이터 수집은 수도권에 거주하는 20대에서 30대 미혼남녀 직장인을 대상으로 하여 온라인으로 진행되었다. 가구유형이 소비자 평가에 미치는 영향 분석 결과 광고태도에 있어 한계적으로 유의한 자기해석의 조절효과가 발견되었다. 구체적으로 일인 가구는 독립적 자기해석 성향이 높을 경우, 다인 가구는 상호의존적 자기해석 성향이 높을 경우 광고를 보다 호의적으로 평가하였다. 독립적 자기해석은 느낌(feeling)을 중심으로, 상호의존적 자기해석은 이유(reason)를 중심으로 정보처리를 한다는 선행연구에 기반하여 가구유형과 자기해석이 소비자 평가에 영향을 미침에 있어 제품 속성(디자인, 성능)에 대한 중요도의 평가에 차이가 있을 것으로 예측하였다. 분석 결과 가구유형, 자기해석의 주효과 및 가구유형과 자기해석의 상호작용효과 모두 유의한 것으로 나타났다. 구체적으로 주효과 분석 결과 가구유형에서는 일인 가구(vs. 다인 가구)일 경우, 자기해석에서는 독립적(vs. 상호의존적) 자기해석일 경우 디자인(vs. 성능)을 보다 중요한 속성으로 평가하였다. 상호작용 분석 결과 일인 가구 내에서는 자기해석에 따른 소비자 평가의 차이가 없었으나, 다인 가구 내에서는 독립적 자기해석 성향이 강할 경우 디자인을, 상호의존적 자기해석 성향이 강할수록 성능을 보다 중요한 속성으로 평가하였다. 가구유형과 자기해석이 소비자 평가에 미치는 영향을 디자인-성능 중요도가 매개하는지 확인하기 위하여 매개효과 분석을 실시하였고, 광고태도 및 구매의도에 있어 모두 유의한 매개효과를 발견하였다. This study examines the effect of household type (one-person household: OPH, not-OPH) and self-construal (independent, interdependent) on consumer evaluation (attitude toward advertisement, purchase intention). While existing literatures have focused on the influence of external factors such as household types, this research postulates that there will be differences in consumer evaluation within a same household type due to the individual dispositional difference, self-construal. A fictitious advertising was designed and used for an experiment, and on-line data collection was conducted for currently employed and unmarried individuals in their twenties or thirties, Analysis results revealed that self-construal moderated the effect of household type on consumer evaluation and it was marginally significant. The advertising was evaluated more favorably by participants with relatively higher independent self-construal tendency in OPH group while relatively higher interdependent self-construal tendency in not-OPH group. Founded on the existing literatures, the authors posit that the evaluation of design-function importance will be different and influences the interaction effect of household type and self-construal on consumer evaluation. Results showed significant main effects of family type and self-construal, and more importantly a significant interaction of household type and self-construal on the perceived design-function importance found. Specifically, from household type perspective, OPH (vs. not-OPH) responded design (vs. function) is more important, from self-construal perspective, independent (vs. interdependent) self-construal responded design (vs. function) is more important. No significant interaction was found within OPH group, but for not-OPH group, the participants with independent self-construal responded design is more important, while the participants with interdependent self-construal responded function is more important. To examine if perceived design-function importance evaluation mediates the effect of household type and self-construal on consumer evaluation, moderated mediation analysis was performed by using a bootstrapping technique. The results showed a significant moderated mediation by design-function importance on both attitude toward advertising and purchase intension.

마케팅 분야의 국내 연구에 대한 내용분석: 연구대상 및 연구 방법론을 중심으로(2000-2009)

유창조 ( Chang Jo Yoo ),여준상 ( Jun Sang Yeo ) 한국소비자학회 2010 소비자학연구 Vol.21 No.2

사회적 불안이 해석수준과 중심부(vs. 주변부) 속성 강조 제품 만족도에 미치는 영향

고진용 ( Ko¸ Jin Yong ),여준상 ( Yeo¸ Jun Sang ) 한국소비자학회 2020 소비자학연구 Vol.31 No.6

일반적으로 불안은 주관적 감정으로 다가오는 어떤 사건에 대한 부정적 결과가 예측될 때 느끼는 구체적인 정서반응을 의미한다. 그동안 불안에 대한 연구는 주로 개인의 정서 이상 증상을 치료하기 위한 정신병리학적 접근이 주를 이뤘고 ‘불안’이 사회 속에서 소비자의 행동 변화를 예측하는 연구는 드물었다. 이 연구는 사회 속에서 개인이 느끼는 불안에 대한 개념을 우선 탐색하여, 일상적인 불안이 해석수준과 제품 속성 강조에 따라 만족도에 어떤 영향을 미칠 수 있는지를 탐구하는 것이 목표다. 실험1에서는 개인의 사회적 불안과 해석수준의 관계를 알아보았고 실험2에서는 지각된 사회적 불안이 제품 속성(중심부 vs. 주변부) 강조에 따른 만족도에 미치는 영향과 해석수준의 매개효과를 검증하였다. 실험1 결과, 측정된 개인의 사회적 불안이 높을수록 해석수준이 낮아지는 부적 관계가 확인되었다. 실험2에서는 중심부 속성을 강조한 제품 만족도에는 지각된 사회적 불안이 해석수준을 매개하는 간접효과가 유의미하였다. 주변부 속성을 강조한 경우에는 불안이 제품만족도에 직접효과를 미치는 것으로 나타났다. 본 연구의 시사점은 현대사회가 만들어 낸 불안이 해석수준과 특정 소비행동에 영향을 준다는 점을 밝힌 것이다. 따라서 이 연구는 최근의 일부 소비 트렌드가 불안, 또는 불안이 만들어 낸 낮은 해석수준의 영향이라는 설명을 제공할 수 있다. In general, anxiety refers to the specific emotional response by which a person feels when a negative outcome is predicted for an event to take place. However, researches on anxiety have mainly focused on psychopathological approaches to treat individual’s emotional disorders and there has been less interest in ‘anxiety’ as an indicator to predict consumers’ behavioral changes in the society. This research aims to figure out the effect of individual’s social anxiety on construal level and consumer preferences with the concept of anxiety that an individual feels in the society. In study 1, the relationship between individual's social anxiety and construal level was examined. In study 2, the effect of perceived social anxiety on the satisfaction for product attributes(emphasis on central attribute vs. peripheral attribute) and the mediating effect of construal level were examined. The result of study 1 shows the negative relationship between individual's social anxiety and constual level since construal level becomes lower when individual’s social anxiety is higher. Study 2 unveils that the indirect effect of peceived social anxiety on product satisfaction mediated by construal level is statistically significant for the product emphasizing on central attribute. In the case of emphasizing the peripheral attribute, anxiety shows only a direct effect on product satisfaction. Implication of this study is that anxiety in the modern society drives the low level construal which triggers the specific consumer behavior(e.g., preference for product emphasizing on peripheral attributes). So this research could provide the argument that some recent consumption trends might be caused by anxiety or lower construal level driven by precedented anxiety.