브랜드 애착의 결정변수와 결과변수 = Determinants and Consequences of the Brand Attachment

국문 초록 (Abstract)

최근 들어 소비자-브랜드 관계에서 브랜드 애착(brand attachment)에 대한 관심이 증가되고 있다. 그러나 마케팅 분야에서 브랜드 애착에 대한 연구들은 극히 부족한 실정이다. 본 연구는 다양한 이론적 검토를 바탕으로 브랜드 애착을 측정할 수 있는 항목들을 도출함과 동시에, 그동안 연구들에서 브랜드 애착의 개념과 혼용되었던 개념인 자아연결(self-connection), 브랜드 결속(brand commitment)과의 차별화를 시도하였다. 연구결과 브랜드 애착은 자아연결, 브랜드 결속과는 구별할 수 있는 개념이며, 특히 자아연결을 통해 브랜드 애착이 형성되고 이러한 애착감정을 바탕으로 소비자는 브랜드와의 장기적인 결속관계를 유지․발전시켜나가는 것으로 나타났다. 이러한 연구결과와 함께 이론적, 실무적인 시사점들이 논의된다.

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