자기일치성과 자기감시가 상표선호에 미치는 영향 = The Effect of Self-Congruency and Self-Monitoring on Brand Preference

국문 초록 (Abstract)

본 연구에서는 상표성격과 소비자의 자기이미지간의 일치성 그리고 자기감시가 상표선호에 미치는 영향을 제품군별로 살펴보았다. 분석결과, 제품군에 관계없이, 자기일치성이 높을 때 상표를 더 선호하였다. 특히 자기감시가 높은 소비자들은 낮은 소비자들보다 자기일치성이 높은 상표에 대해 높은 선호도를 보였지만, 자기감시가 낮은 소비자들의 경우에는 자기일치성이 상표선호에 영향을 미치지 않았다. 결론적으로 자기일치성의 효과가 자기감시 수준에 따라 달라지기에 자기일치성의 영향력을 제한적으로 받아들여야 한다.

다국어 초록 (Multilingual Abstract)

This study examined the effect of self-congruency and self-monitoring on brand preference. The results showed the main effect of self-congruence and the interaction effect between self-congruence and self-monitoring. These results suggest that consumers prefer the brands that are congruent with their own image, regardless of product categories. Particularly, high self-monitoring consumers are more likely to show brand preference or loyalty than low self-monitoring consumers when brand personality is congruent with their own image. Therefore, marketers or brand managers have to concentrate their focus towards high self-monitoring group for brand management.

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