기능적 제품군과 상징적 제품군에서제품품질-브랜드가치 불일치가 제품평가에 미치는 영향 = The Effects of Incongruence between Product Quality and Brand Value on Product Evaluation in Symbolic Product and Utilitarian Product

다국어 초록 (Multilingual Abstract)

Current study examined the effect of incongruence between product quality and brand value on consumers’ evaluation of two types, utilitarian product and symbolic product. The experiments were divided into two separate sessions which have the time interval of two weeks. In first session, participants were asked to evaluate product performance, product attitude, and purchase intention by observing a total of 8 products (4 chairs and 4 pairs of clothes) without brand-related information. Then, a total of 16 brand names (8 chair brands and 8 clothing brands) were presented to evaluate the brand value. From the results of the first experiment, the incongruent matches of perceived product quality and brand value in both 2 (best/worst) chairs and 2 (best/worst) clothes were yielded. Two weeks later, those were given to the participants to evaluate the same items as first experiment. As a result, in low perceived product quality and high-value brand condition, the respondents’ second evaluation increased significantly on both utilitarian and symbolic products, comparing to the first evaluation, over product performance, product attitude and purchase intention respectively. In high product quality and low-value brand condition, there was no significant difference between first and second evaluation on product performance. However, in the evaluations of symbolic product, it appeared significant decreased only on product attitude and purchase intention. By considering brand effects on the new context of incongruence, this study contributes to extend the understanding of brand-related consumer behavior. In addition, the result of this study is meaningful in the applications for branding strategy, since it discovers the differentiated effect of brand between two types of product.

국문 초록 (Abstract)

본 연구는 제품품질과 브랜드가치 정보가 서로 불일치한 경우 소비자들의 제품에 대한 평가가 어떻게 달라지는지 기능적 제품군과 상징적 제품군으로 나누어 알아보았다. 실험은 크게 두 단계로 진행됐는데, 1단계에서는 실제 제품을 만져보고 사용해보면서 제품 품질판단, 제품태도, 구매의도 등의 제품평가를 하게 했다. 2단계에서는 1단계에서 참가자가 평정한 제품품질과 불일치하는 브랜드가치 정보를 준 후, 제품평가를 하게 했다. 그 결과 크게 두 가지 결론을 얻었다. 첫째 낮은 제품품질-높은 브랜드가치 조건의 경우 1단계에 비해 2단계에서 품질판단·제품태도·구매의도 정도가 기능적 제품군과 상징적 제품군 모두에서 유의미하게 증가했다. 둘째 높은 제품품질-낮은 브랜드가치 조건의 경우 1단계와 2단계의 품질판단 점수는 별다른 차이가 없었으나, 제품태도와 구매의도 점수는 상징적 제품군에서 유의미하게 감소했다. 본 연구는 브랜드의 효과를 불일치라는 새로운 맥락에서 접근해 봄으로써 브랜드와 관련된 소비자 행동에 대한 이해의 폭을 넓혀주었으며, 제품군에 따라서 브랜드의 차별적인 효과가 나타남을 검증함으로써 기업의 브랜드 전략에 새로운 통찰을 제공해주었다는 의의가 있다.

참고문헌 (Reference)

1 김주호, "브랜드자산측정에 대한 실증연구 및 광고가 브랜드자산 구축에 미치는 영향 분석" 10 (10): 183-208, 1999

2 김용만, "브랜드자산가치의 구성요소에 미치는 영향에 관한 연구" 4 : 53-86, 1999

3 김해룡, "브랜드 애착의 결정변수와 결과변수" 한국소비자학회 16 (16): 45-65, 2005

4 성영신, "브랜드 성격이 브랜드 애착에 미치는 영향:커뮤니티 몰입도에 따른 차이 비교" 한국소비자·광고심리학회 5 (5): 2-2, 2004

5 전성률, "부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구" 한국소비자학회 14 (14): 2-44, 2003

6 성영신, "국내 및 해외브랜드의 브랜드성격이 구매행동에 미치는 영향:제품관여도와 자기존중감이 조절효과를 중심으로" 한국광고학회 14 (14): 257-280, 2003

7 중앙일보, "“결함 없다” 해명 역풍 … 아이폰 안테나 바꿀까"

8 Sheth, J. N., "Why we buy what buy: a theory of consumption values" 159-170, 1991

9 Hoeffler, S., "The marketing advantages of strong brands" 10 (10): 421-445, 2003

10 Bargh, J. A., "The generality of the automatic attitude activation effect" 62 : 893-1240, 1992

11 Holbrook, M, "The experiential aspects of consumption: Consumer fantasies, feelings, and fun" 9 (9): 132-140, 1982

12 Rao, A. R., "The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review" 26 : 351-357, 1989

13 Miyazaki, A. D., "The effect of multiple extrinsic cues on quality perceptions: A matter of consistency" 32 : 146-153, 2005

14 Posavac, S. S., "The brand positivity effect: When evaluation confers preference" (31) : 643-651, 2004

15 Biswas, "The Moderating Role of Brand Familiarity in Reference Price Perceptions" 15 : 251-262, 1992

16 Creusen, M. E. H., "The Different Roles of Product Appearance in Consumer Choice" 22 (22): 63-81, 2005

17 Tuchman,B.W, "The Decline of Quality"

18 Slama, M. E., "Selected Socioeconomic and Demographic Characteristics Associated with Purchasing" 49 (49): 72-82, 1985

19 Curkovic S., "Quality-related Action Programs: Their Impact on Quality Performance and Firm Performance" 4 : 885-902, 2000

20 Abbott,L, "Quality and competition" Columbia University Press 1995

21 Maheswaran, D., "Promoting Systematic Processing in Low-Motivation Settings: effect of Incongruent Information on Processing and Judgment" 61 (61): 13-25, 1991

22 Raju,P.S, "Product Familiarity, Brand Name, and Price Influences on Product Evaluations" 4 : 64-71, 1977

23 Jacoby, J., "Price, brand name and product composition characteristics as determinants of perceived quality" 55 : 570-579, 1971

24 Strull, T. K., "Person memory and judgment" 96 : 58-83, 1989

25 Batra, R., "Measuring the hedonic and utilitarian sources of consumer choice" 2 : 159-170, 1990

26 Dawer, N., "Marketing universals: Consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality" 58 (58): 81-95, 1994

27 Aaker,D.A, "Managing brand equity" Free Press 1992

28 Thompson, M. M., "Let's not be indifferent about (attitudinal) ambivalence" Erlbaum 361-386, 1995

29 Schmitt, B. H., "Intrusions into waiting lines: Does the queue constitute a social system" 63 : 806-815, 1996

30 Jacoby, J., "Information acquisition behavior in brand choice situations" 3 (3): 209-216, 1977

31 Zeithaml,V.A, "How consumer evaluation processes differ between goods and services, Marketing of Services" American Marketing Association 186-190, 1981

32 Hirschman, E., "Hedonic Consumption: Emerging Concepts, Methods and Propositions" 46 (46): 92-101, 1982

33 Shiv, B., "Heart and mind in conflict: The interplay of affect and cognition in consumer decision making" 26 (26): 278-292, 1999

34 Sengupta, J., "Effects og inconsistent attribute information on the predictive value of product attitudes: toward a resolution of opposing perspectives" 29 : 39-56, 2002

35 Strahilevitz, M., "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell" 24 : 434-446, 1998

36 Reeves, C. A., "Defining Quality: Alternatives and Implications" 19 (19): 419-445, 1994

37 Sheth, J. N., "Consumption values and market choice" South Western Publishing 1991

38 Wertenbroch,K, "Consumption self-control by rationing purchase quantities of virtue and vice" 17 (17): 317-337, 1998

39 Holbrook,H, "Consumption experience, customer value, and subjective personal introspection: and illustrative photographic essay" 59 (59): 714-725, 2006

40 Zeithaml,V.A, "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence" 52 (52): 2-22, 1988

41 Sweeney, J. C., "Consumer perceived value: the development of a multiple item scale" 77 : 203-220, 2001

42 Khan, B. E., "Consumer multiattribute judgments under attribute-weight uncertainty" 17 (17): 508-522, 1991

43 Aaker, D. A., "Consumer evaluations of brand extensions" 54 : 27-41, 1990

44 Dhar, R., "Consumer choice between hedonic and utilitarian goods" 37 (37): 60-71, 2000

45 Fournier,S, "Consumer and their brands: developing relationship theory in consumer research" 24 : 343-373, 1998

46 Engel, J. F., "Consumer Behavior" Dryden Press 1982

47 Reed,S.K, "Cognition:theory and applications" Wadsworth 2007

48 Maheswaran, D., "Brand name as a heuristic cue: the effects of task importance and expectancy confirmation on consumer judgments" 1 (1): 317-336, 1992

49 Mackenzie, S. B, "An empirical examination of structural antecedents of attitude toward in the advertising pretesting context" 53 (53): 48-65, 1989

50 Leffler,K.B, "Ambiguous changes in product quality" 72 (72): 956-967, 1982

51 Leavitt,H.J, "A note on some experimental findings about the meaning of price" 27 : 205-210, 1954