브랜드 忠誠度에 대한 自我立證性과 自我向上性의 役割 = (The)roles of self-verification and self-enhancement on brand loyalty

다국어 초록 (Multilingual Abstract)

Consumers construct their self-images through brand association, connect the self-images with a particular brand in communicating with others, build their self concepts, and create personal identification.
In addition, as the usage of a brand plays a symbolic role reflecting family, community, cultural group, etc. and makes consumers contribute to social goal because it helps consumers express the relation and suitability with social group they belong to.
As the association of brand usage is connected with the spiritual symbol of the self, it makes consumers choose a brand representing and creating self-identification. That is, consumers fulfill their desire with using a brand which improves self-verification and self-enhancement, and check how they are associated by others in case they consume a particular brand to communicate themselves with others.
Thus the research examines factors(including the relationship between brand attributes and reference group) effecting perception of brand-self image identification and, in particular, verifies the formation of brand loyalty by dividing into two self-concepts(verification and enhancement) due to the past researches related to self-identification, which is limited within intuitive, abstractive effect.
Also this research inspects how the effect of self-verification and self-enhancement on attitudinal, behavioral loyalty changes according to product types.
The result shows that the formation of brand loyalty through two paths is statistically significant.
In the self-verification path, three facts are revealed. First, the relationship factor between the brands' attributes and reference groups positively effects brand-actual self-identification. Second, as brand-real self-identification is increasing, the self-verification is elevating as well. This increased self-verification leads the strengthen attitudinal, behavioral loyalty(except ‘the usage convenience→brand-actual self-identification’ path).
In the self-enhancement path, each dimension of the relationship factor between the brands’ attributes and reference groups has a significant effect on brand-ideal self-identification. This effect makes the self-enhancement strong and leads the strengthen attitudinal, behavioral loyalty.
In addition, the influence of the self-verification and the self-enhancement on the attitudinal, behavioral loyalty dose not have a difference between product types.
Based on the results, this research shows several theoretical implications. First, the research suggests the dual paths of the self-verification and the self-enhancement started from the relationship between brand attributes and reference groups to systematically, generally explain the formation of brand loyalty.
Second, the research regards the relationship between brand attributes and reference groups as the starting point for the formation of brand loyalty. Therefore this research overcomes the past researches which has not reflected various qualitative difference in the self image concept and deals with it as a multi-dimensional concept reflecting qualitative difference.
Third, the brand loyalty is divided into behavioral and attitudinal loyalty, and a conceptual model, which can analyze the differential effect degree of some preceding variables on each concept, is developed.
There are also some practical implications.
First, the relationship factors between brand attributes and reference groups can be recognized as one of the ways a differentiated and competitive brand would be constructed. It would be possible for the brand to fulfill a consumer's desire and form favorable attitude. Thus it may lead the consumer's purchasing behavior.
Second, the difference between consuming behavior and self-image is verified according to consumers' general or consuming characteristics. Thus, the systematic and continuous effort understanding consumers, and the development of brand image strategy are requested to improve marketing effect and imply marketing concept.
Therefore in developing a segmentation and targeting strategy for a new product, if its segments which are in accordance with the product's symbolic image and consumers' self-image are searched in advance, the marketing efficiency would be increasing.
Third, a strategy to improve the brand loyalty should be differentiated in accordance with a product type. Although the influencing power of self-verification and self-enhancement on attitudinal, behavioral loyalty is slightly different according to product type, the mediator effect is not statistically significant.
However according to the research related to Shah, Higgins and Friedman's self-regulatory fit(1998), when self-regulatory focus and regulatory focus framing are harmonized, motivation or behavior increases. Therefore consumers feel more attraction to a product reflecting the relationship between their own perception and behavior and are expected to try to be in accordance with perception and behavior.
In other words, that consumers have a positive consuming pattern to build better self and preserve their self shows the relative difference in brand loyalty according to product type(functional or hedonic). Thus, after a marketer assesses how the consumers' attitude on his or her company's brand is formed in the market, its communication activity and brand strategy such as advertisement, promotion, etc. need to be built.
The results have to be carefully analyzed due to the research's limitations and restrictions, and are needed more following researches to solve them.
There are five limitations in this research. First, because the variables to measure brand attributes and reference group are not the absolute tools, the measuring items which reflect more detailed consumer values have to be developed.
Second, since the survey of the research uses two distinct types of products such as athletic shoes(functional) and mp3 player(hedonic), the possibility of the generalization would be increasing by using more types of products.
Third, using determinant variables such as trust, commitment, etc. in terms of relationship marketing, a majority of researches related to loyalty have led a main stream. Thus, except for the aspects of brand -self image congruence treated by this research exploring consumer's loyalty formation process, by dealing with customer satisfaction, trust, commitment as determinant variables, it is quite useful for the research to analyze what a role each variable plays in each stage in loyalty formation process.
Fourth, although loyalty is a dynamic concept which seems to strengthen as the time progressed. there are some limitations in performing a longitudinal research. If the loyalty formation process is approached by the dynamic concept, more useful theoratical, practical implications would be derived.
Fifthly, even though the influence of the self-verification and the self-enhancement on the attitudinal, behavioral loyalty dose have a little difference between product types, the controlling effect is not statistically significant. Based on self-discrepancy theory, a more elaborated research is needed by dividing the self concept into actual-, ideal-, ought-self, etc., and framing self-regulatory focus and correspondent regulation.
Finally, like other verifying researches, the restricted number of random sampling would make a limitation for generalization.

목차 (Table of Contents)

• 제 1 장 서론 = 2
• 제 1 절 문제의 제기 및 연구의 목적 = 2
• 제 2 절 연구의 구성 = 7
• 제 2 장 이론적 고찰 = 11
• 제 1 절 충성도의 의미 및 유형 = 11
• 1. 행동적 충성도에 관한 연구 = 11
• 2. 태도적 충성도에 관한 연구 = 13
• 제 2 절 자아이미지에 관한 이론적 고찰 = 16
• 1. 자아이미지의 개념 = 16
• 2. 자아이미지의 형성과정 = 18
• 3. 자아이미지의 유형 = 19
• 제 3 절 자아이미지 일치성에 관한 이론적 고찰 = 25
• 1. 자아일치성의 개념 및 의의 = 25
• 2. 브랜드-자아일치성에 관한 연구 = 27
• 제 4 절 브랜드-자아일치성의 효과 = 33
• 1. 자아향상성 동기 = 34
• 2. 자아입증성 동기 = 37
• 3. 브랜드 충성도에 대한 자아향상과 자아입증 효과 = 39
• 4. 브랜드-자아일치성의 자아향상과 자아입증효과 = 43
• 제 5 절 브랜드-자아일치성 결정요인 = 46
• 1. 브랜드-자아 일치성에 대한 브랜드 속성의 영향 = 47
• 2. 브랜드-자아 일치성에 대한 준거집단의 영향 = 55
• 제 6 절 자아규제 효과 = 66
• 제 3 장 실증 분석 = 75
• 제 1 절 변수의 조작 및 설문의 구성 = 75
• 1. 변수의 조작적 정의 = 75
• 2. 설문의 구성 = 82
• 제 2 절 자료 수집과 표본의 구성 = 84
• 1. 사전조사 및 결과 = 84
• 2. 자료의 수집 = 86
• 3. 표본의 구성 = 87
• 4. 제품군 선정 타당성 검증 = 88
• 5. 분석방법 = 89
• 제 3 절 측정항목의 평가 = 90
• 1. 요인분석 = 90
• 2. 신뢰성 분석 = 106
• 3. CFA를 통한 타당성 분석 = 108
• 제 4 절 연구가설의 검증 = 118
• 1. 연구모형 검증 = 118
• 2. 제품 유형의 조절효과 검증 = 122
• 제 4 장 결론 및 토론 = 127
• 제 1 절 연구의 요약 = 127
• 제 2 절 연구의 시사점 = 131
• 1. 연구의 이론적 시사점 = 131
• 2. 연구의 전략적 시사점 = 133
• 제 3 절 연구의 한계점 및 향후 연구과제 = 135
• 참고문헌 = 137
• 설문지 = 158