브랜드 성격이 브랜드 애착과 충성도에 미치는 영향 : 브랜드 커뮤니티 회원과 비회원간의 차이를 중심으로 = (The) Influence Of Brand Personality On Brand Attachment And Loyalty : Focusing on differences between brand community members and the others

다국어 초록 (Multilingual Abstract)

The Purpose of this study was to examine the influence of brand personality on brand attachment and loyalty. And the second purpose of this study was to find out the differences between brand community members and the other person.
Through The filed survey on participants of this study, factor structure of brand attachment was found out. These were Love, Care and Knowledge. And the influence of brand personality on these factors and the influence of these factors on brand loyalty were also examined.
For the second purpose, I searched the result of brand community member comparison with other people ones. From the study I found the critical differences on perception about variables of this study between brand community members and the other people. The important factors of brand personality about attachment were competence and vividness in brand community. But the important factor of the other people was only competence. And brand community members show a stronger perception about all factors of brand personality than the others. Moreover they show a stronger attachment and loyalty to brand.
From the second study, I decided to find out the mediating role of commitment about brand community on the relationship between brand personality, attachment and loyalty. In consequence of this study, the brand community members who have a stronger commitment show a stronger perception about positive factors of brand personality. And the higher commitment, the higher attachment and loyalty in brand community.
In vies of the results so far achieved, brand personality is a good predictable variable of brand attachment. And the degree of brand attachment measures the degree of consumer’s brand attachment and loyalty. Most of important thing in this study is to improve the diversity of consumer’s perception and needs. It means marketer must be sensible about consumer’s diversity and they must have different strategies to different consumer.

목차 (Table of Contents)

• 목차 = 5
• Ⅰ. 서론 = 8
• Ⅱ. 이론적 배경 = 11
• 1. 브랜드 성격 = 11
• 2. 브랜드 애착 = 17
• 3. 브랜드 커뮤니티 = 23
• Ⅲ. 연구 주제 및 연구 문제 = 30
• 1. 연구 주제 = 30
• 2. 연구 문제 = 32
• Ⅳ. 연구방법 = 33
• 1. 연구 참여자 = 33
• 2. 자극 브랜드 = 33
• 3. 측정 도구 = 34
• 4. 분석 방법 = 36
• Ⅴ. 연구결과 = 38
• 1. 요인분석 = 38
• 2. 모형검증 = 42
• 3. 회귀분석 = 45
• 4. 브랜드 커뮤니티 회원과 비 회원간의 회귀분석 및 평균 차 검증 = 50
• 5. 몰입의 조절효과 검증 = 56
• Ⅵ. 결론 및 논의 = 61
• 참고문헌 = 66
• 영문초록 = 70
• 부록 = 72