기업의 위기유형에 따른 사과광고 메시지가 브랜드 태도와 신뢰도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

A company’s crisis situation negatively affects the relationship between the company and consumers, which also threatens the company’s sustainability. To overcome the crisis, the company provides apology advertisement that conveys apology message to the consumers.
Moreover, the consumers want to know accurate and detail information about the company’s crisis situation. The fact that consumers focus on message of apology advertisement shows that the extent of accepting apology advertisement can differ among consumers and also, the message in apology advertisement will affect the relationship between the company and consumers.
Therefore this research identifies the effect of apology advertisement on company’s brand attitude and reliability in different crisis situation of the company. The research implies that there is difference between each crisis situation category, and here, company’s crisis situation is classified based on “intention” from Coomb’s “responsibility” and “intention”
Among various definitions of apology advertisement, I have defined apology advertisement as ‘an effort to overcome the damaged image due to company’s crisis situation’ and for apology advertisement type, Benoit's strategy to recover image (denial, evading of responsibility, reducing offensiveness, corrective actions, mortification) is selected. In addition, the research sets up brand attitude and reliability, which are the most important aspects in building brand attitude and relationship as dependent variable. The research measures the consumer’s attitude and reliability towards a company Brand by making apology advertisement based on different types of company crisis situation.
To summarize the conclusion, the first result identifies, the difference between consumer’s brand attitude and reliability towards types of company crisis situation. Second, different Brand attitude and reliability has been found based on different types of apology advertisement message.
Through this result, it has been proved that there is a difference between brand attitude and reliability of how consumers feel by different crisis type and that each type of crisis has different effective type of apology advertisement message

목차 (Table of Contents)

• 제 1 장 연구 배경 및 목적········································· 1
• 제 2 장 이론적 논의 및 문헌연구·································· 5
• 제 1 절 위기 커뮤니케이션····························································5
• 1.1 위기와 위기 커뮤니케이션······················································ 5
• 1.2 위기 유형과 특성 ······························································· 7
• 1.3 위기 대응전략으로서 커뮤니케이션 전략·····································10
• 제 2 절 사과 전략 및 사과광고···················································· 14
• 2.1 위기 대응 수단으로서 사과와 사과광고····································· 14
• 2.2 사과 메시지 유형 관련 연구·················································· 16
• 2.3 위기상황과 사과메시지유형··················································· 21
• 제 3 절 브랜드 태도································································· 22
• 3.1 브랜드 태도의 정의····························································· 22
• 3.2 기업 위기와 브랜드 태도······················································ 23
• 제 4 절 브랜드 신뢰································································· 25
• 4.1 브랜드 신뢰의 정의······························································25
• 4.2 기업 위기와 브랜드 신뢰······················································ 26
• 제 3 장 연구 가설 ················································· 29
• 제 1 절 연구 가설···································································· 29
• 제 4 장 연구 방법·················································· 34
• 제 1 절 연구 설계···································································· 34
• 제 2 절 조작적 정의 및 측정······················································· 35
• 2.1 위기 유형에 관한 조작적 정의 ················································35
• 2.2 사과광고 메시지 유형에 관한 조작적 정의 및 측정 ·······················35
• 2.3 브랜드 태도 및 브랜드 신뢰도에 관한 조작적 정의 및 측정 ············36
• 제 3 절 실험물 제작 ·································································38
• 3.1 이슈 선정 ········································································39
• 3.2 실험 설계-외생변수 통제 ····················································· 40
• 3.3 실험물 제작 ······································································40
• 제 4 절 응답자 선택 ·································································43
• 제 5 절 분석 방법 ····································································43
• 제 5 장 연구 분석 결과·············································45
• 제 1 절 연구대상 조직 및 개인의 일반적 특성 ··································45
• 제 2 절 종속변인 척도의 신뢰도 및 타당도 검증·································46
• 제 3 절 연구가설 검증 ·······························································48
• 3.1 < 연구가설 1 > 검증 ···························································48
• 3.2 < 연구가설 2 > 검증 ························································ 50
• 제 6장 결론 및 논의 ··············································58
• 제 1 절 연구 결과 요약 및 함의 ···················································58
• 제 2 절 연구의 한계점 및 제언 ····················································63
• < 참고 문헌 > ······················································64
• < 부록 > 설문지 ····················································70
• < 영문 초록 > ······················································98