명품브랜드 동일시가 브랜드 감정 및 브랜드 충성도에 미치는 영향 = The Effects of Luxury brand Identification on Brand Affect Brand Loyalty

다국어 초록 (Multilingual Abstract)

The objective of this study is to investigate factors influencing on consumers’ identification with luxury brands and the effects of brand identification on brand affect and brand loyalty. The results of this study are as followed;First, perceived quality and perceived hedonism of luxury brands have a positive and signigicant effect on brand-self identification but perceived brand symbol and perceived brand prestige have a positive effect on brand-social identification. second, it was proved that luxury brand identification influences brand affect and brand loyalty positively. Luxury brand consumers may feel pleased when they consume the luxury brands that have a higher brand-social identification than brand-self identification. Third, brand affect is mediating the relationship between brand identification and brand loyalty. These results have important theoretical and managerial implications. The first is the mechanism of luxury brand identification which helps explain how luxury brand associations may influence brand-consumer relationship. Especially, the important role of brand affect on the relationship between brand identification and brand royalty is suggested. The second is necessity of long term promotion, for example, brand affect-arousing promotion and brand image-driven advertising, to achieve lasting and strong luxury brand equity.

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