소비자 자아-브랜드개성 일치성과 지각된 품질이 브랜드 사랑에 미치는 영향에 관한 분석 = The Effect of Consumer Self-Congruence and Perceived Product Quality on the Brand Love

다국어 초록 (Multilingual Abstract)

Brand love is defined as the degree of passionate attachment a satisfied consumer has for a particular brand. In recent years, “Brand Love” has been studied as an key construct in explaining the process of developing and retaining the relationship between consumer and brand. Consumers`` love with the brand may be one of important goals of brand strategy for building the brand equity and customer loyalty. This study is focused on brand love as a key factor for maintaining and strengthening the brand loyalty of consumers in the high-involvement product brands, such as fashion items, mobile phones, and cosmetics. The purpose of this study is to analyze the relative impact of consumer``s actual self-congruence, ideal self-congruence, and social self-congruence with a brand``s personality on brand love. Also, we include the perceived product quality of the brand as another independent variable that may influence the brand love. We examine the relative effect of perceived quality and the types of congruence between brand and consumer self on the brand love. The empirical results suggest that consumer``s actual self-congruence has the strongest impact on brand love. Also, social self-congruence and perceived quality have the positive relationship with brand love. However, ideal self-congruence did not have the significant effect on brand love. This study shows that strengthening the actual and social image congruence between target consumers and brand is the effective way of building the strong consumer-brand relationship.

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