브랜드 동일시, 브랜드 감정, 브랜드 로열티의 관계에 관한 연구 : 실용적 제품과 쾌락적 제품간의 비교 = Relationships among Brand Identification, Brand Affect, and Brand Loyalty : Utilitarian Products vs. Hedonic Products

국문 초록 (Abstract)

본 연구에서는 브랜드 동일시(brand identification)가 브랜드 로열티에 어떠한 영향을 미치는지를 심층적으로 살펴보았다. 우선 브랜드 로열티를 행동적 로열티와 태도적 로열티로 구분하여 살펴보았으며, 브랜드 감정(brand affect)이라는 개념을 도입하여 브랜드 동일시와 브랜드 로열티의 관계에서 브랜드 감정의 매개역할을 살펴보았다. 특히 제품유형을 쾌락적 제품(hedonic product)과 실용적 제품(utilitarian product)으로 나누어 브랜드 동일시, 브랜드 감정, 브랜드 로열티간의 관계가 제품유형에 따라 어떻게 달라지는가를 살펴보았다.
본 연구 결과, 브랜드 동일시가 증가할수록 브랜드에 대한 태도적 로열티와 행동적 로열티가 모두 증가하며, 브랜드 동일시는 브랜드 감정에 긍정적 영향을 미칠 수 있음을 확인하였다. 한편, 브랜드 로열티를 형성하는 과정에서 매개변수의 역할을 하는 브랜드 감정은 브랜드 로열티에 긍정적 영향을 미칠 수 있음을 확인하였다. 또한, 브랜드 동일시가 태도적 로열티에 미치는 영향력은 실용적 제품보다 쾌락적 제품에서 더 크게 나타났으며, 브랜드 동일시가 행동적 로열티에 미치는 영향력 역시 쾌락적 제품에서 더 크게 나타났다.

다국어 초록 (Multilingual Abstract)

This study investigates the influence of brand-self identification on brand loyalty by employing the concept of brand affect. This study especially focuses on the meæflating role of brand affect between brand identification and brand loyalty. This study also examines the differential influence of brand identification on brand loyalty between the two product classes: hedonic products and utilitarian products.
Several interesting results are found. First, brand identification has a positive influence on brand loyalty; that is, as brand identification increases, both attitudinal and behavioral loyalty increase. Second, brand identification can have a positive influence on brand affect; consumers may feel pleased when they purchase the brand that gives high brand-self identification. Third, brand affect can have a positive influence on brand loyalty. Fourth, the influence of brand identification on both attitudinal loyalty and behavioral loyalty is greater for hedonic products than for utilitarian products.

참고문헌 (Reference)

1 "죽은 CRM 살아있는 CRM" 한언 2001

2 "소비자행동론" 경문사 1999

3 "서비스애호도와 의사애호도가 재구매의도에 미치는 영향에 관한 연구" 12 (12): 53-74, 2001

4 "서비스마케틴" 학현사 2004

5 이유재, "브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형:이용자와 비이용자간 차이에 대한 탐색적 연구" 17 (17): 1-33, 2002

6 "브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형: 이용자와 비이용자간 차이에 대한 탐색적 연구" 17 (17): 1-33, 2002

7 "브랜드 개성이 소비자-브랜드 관계의 질적 차원에 미치는 영향에 관한 연구 소비자의 self-monitoring을 중심으로" 1999

8 "브랜드 개성이 소비자 태도에 미치는 영향에 관한 연구" 1999

9 "브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구" 3 (3): 92-113, 2001

10 박주영, "브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구" 3 (3): 92-114, 2001

11 이유재, "내부브랜딩:내부고객의 브랜드 동일시가 내부고객만족과cs활동에 미치는 영향" 19 (19): 81-112, 2004

12 "내부브랜딩: 내부고객의 브랜드 동일시가 내부고객만족과 CS 활동에 미치는 영향" 19 (19): 81-112, 2004

13 "공변량구조분석" 1990

14 "and Attribute Bases of the Satisfaction Response Journal of Consumer Research" 418-430, 1993

15 "Whence Consumer Loyalty?" 33-44, 1999

16 "What Influences the Relationship between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty" 21 (21): 2004

17 "Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations" 13 (13): 4-18, 1996

18 "Toward an Integrated Conceptual Framework Journal of the Academy Marketing Science" 99-113, 1994

19 "The link between Customer Satisfaction and Custoemr Loyalty: An Empirical Investigation" Harvard Business School 1996

20 "The Price Elasticity of Selective Demand Journal of Marketing Research" 331-341, 1988

21 "The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction." 23 (23): 20-47, 2003

22 "The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value" Harvard Business School Press 1996

23 "The Experiential Aspects of Consumption Journal of Consumer Research" 132-140, 1982

24 "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction Journal of Consumer Research" 84-91, 1991

25 "The Development of Brand Loyalty Journal of Marketing Research" 32-35, 1964

26 "The Antecedents and Consequences of Customer Satisfaction for Firms" 125-143, 1993

27 "TThe Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing," 65 (65): 81-93, 2001

28 "Symbols for Sale" 117-119, 1959

29 "Structural Equation Modeling in Practice" 411-423, 1988

30 "Strategic Brand Management: Building, Measuring and Managing Brand Equity" Prentice Hall 2002

31 "Should You Take Your Brand to Where The Action Is?" 75 (75): 135-143, 1997

32 "Self-concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness, and Response Mode" 53-77, 1995

33 "Probability Models of Consumer Buying Behavior Journal of Marketing" 27-31, 1964

34 "Predictors of Self-Projection Journal of Social Psychology" 63-76, 1983

35 "Perception of Self Journal of Marketing Research" 58-63, 1968

36 "On the Evaluation of Structural Equation Models Journal of the Academy of Marketing Science" 74-94, 1988

37 "Negotiating with Yourself and Losing: Making Decisions with Competing Internal Preferences" 23 (23): 225-241, 1998

38 "Multivariate Analysis of Brand Loyalty for Major Household Appliances Journal of Marketing Research" 404-427, 1973

39 "Multitrait-Multimethod Matrices in Consumer Research Journal of Consumer Research" 426-439, 1991

40 "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes" 159-170, 1990

41 "Journal of Personality and Social Psychology" 392-401, 1992

42 "Journal of Marketing Research" 1-9, 1973

43 "Journal of Marketing 56" 55-63, 1992

44 "Journal of Marketing" 22-27, 1967

45 "Journal of Marketing" 92-101, 1982

46 "Journal of Consumer Research" 644-656, 1994

47 "Emotion in the Consumption Experience Toward a New Model of the Human Consumer in The Role of Affect in Consumer Behavior" Lexington 17-52, 1986

48 "Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty" 31 (31): 229-240, 2003

49 "Consumption Situations and the Effects of Brand Image on Consumers Brand Evaluations" 14 (14): 49-70, 1997

50 "Consumers and Their Brands: Developing Relationship Theory in Consumer Research" 24 : 343-373, March1998

51 "Consumer Choice between Hedonic and Utilitarian Goods" 37 (37): 60-71, 2000

52 "Consumer Behavior and Marketing Action" OH South-Western 1998

53 "Capitalizing on the Value of a Brand" New York; The Free press 1991

54 "Brand Loyalty-Fact or Fiction?" -6, 1952

55 "Brand Choice Inertia as One Aspect of the Notion of Brand Loyalty" 671-682, 1979

56 "Authenticity and Positivity Strings in Marriage and Courtship Journal of Personality and Social Psychology" 857-869, 1994

57 "Assessing the Dimensionality and Structure of the Consumption Experience Journal of Consumer Research" 451-466, 1993

58 "A Two-Dimensional Concept to Brand Loyalty Journal of Advertising Research" 29-35, 1969

59 "A New Way to Determine Buying Decisions Journal of Marketing" 41-46, 1959

60 "A Critical Review of Consumer Satisfaction Review of Marketing" 68-123, 1990

61 "A Consumer-side Experimental Examination of Signaling Theory Journal of Consumer Research 20" 111-123, 1993