소비자 브랜드 스토리의 지각된 특성이 전반적인 브랜드 태도에 미치는 영향

국문 초록 (Abstract)

소비자에 의한 스토리텔링과 브랜드 스토리의 중요성은 점차 증대하고 있다. 그러나 스토리가 광고나 브랜드 관리 등에서 매우 인기 있는 커뮤니케이션 수단이었음에도 불구하고 브랜드 스토리는 연구자의 충분한 주목을 받지 못하였다. 최근에는 더욱 많은 브랜드들이 그들의 고유한 스토리 발굴을 통하여 소비자를 매혹시키고 강력한 소비자-브랜드 관계를 구축하고자 노력하기 시작하면서 그 중요성이 다시 강조되고 있는 실정이다. 이에 본 연구는 브랜드 스토리와 관련된 속성들이 브랜드 태도에 미치는 영향을 분석하고자 하였다. 연구 결과에 따르면 즐거움, 이미지 정교화 같이 소비자들이 특정 스토리를 접한 후에 지각할 수 있는 변수들은 플로우를 촉진하고 플로우를 매개로 하여 전반적인 브랜드 태도에 영향을 미치는 것으로 나타났다. 반면에 자아-브랜드스토리간 이미지 일치성과 제품 사용경험은 플로우에 유의한 영향을 미치지 못하는 것으로 나타났다. 그러나 제품 사용경험과 전반적인 브랜드 태도간에는 직접적인 인과관계가 존재하는 것으로 나타났다. 본 연구는 몇가지 실무적, 학문적 시사점을 제시하고 있다. 연구를 통해 브랜드 스토리가 강력한 브랜드 자산을 구축하고 소비자들의 태도 변화를 설득하는데 유용한 도구임을 보여 주었고, 아울러 연구자들이 소비자 이해를 위해 스토리나 스토리텔링에 더 큰 관심을 기울일 필요성을 주장하였다

다국어 초록 (Multilingual Abstract)

The importance of brand story and storytelling by consumer is increasing. Nowadays, more and more brands are seeking their own stories to attract consumers and build strong relationships. This study explores the effect of brand story related characteristics on the brand attitude through flow experience. According to the results, the characteristics of a story such as enjoyment, image elaboration which a consumer can experience after reading the story are flow facilitating factors. On the other hand, the research shows that self-brand image congruence and product experience's relationship with flow is not significant. Also, brand attitude has direct causal relationships with flow and product experience. Consequently this study suggests some managerial and academic implications. This results show marketers that brand story is a source of building strong brand assets and effective way of persuading consumers to change their brand attitude. Also for researchers, story and storytelling should be the center of their interests to understand consumers.

목차 (Table of Contents)

• 요약문
• I. 서론
• II. 이론적 배경
• 1. 정의에 대한 선행연구 고찰
• 2. 브랜드 관리와 스토리의 중요성
• 3. 좋은 브랜드 스토리의 조건
• 4. 스토리를 통한 플로우 경험
• 5. 브랜드 태도의 변화
• III. 실증 분석
• 1. 조사 대상 및 자료의 수집
• 2. 표본의 특성
• 3. 구성 개념의 조작적 정의 및 측정
• 4. 실증 분석 결과
• IV. 결론 및 시사점
• 1. 연구 결과 및 시사점
• 2. 연구의 한계 및 향후 연구 과제
• 참고문헌
• Abstract

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