기업의 리콜실행에 따른 브랜드 신뢰가 기업신뢰, 브랜드 충성도 및 브랜드 추천의도에 미치는 영향

노진경(Noh, Jin-Kyung),송균석(Song, Kyun-Seok),범상규(Beom, Sang-Kyu) 글로벌경영학회 2015 글로벌경영학회지 Vol.12 No.3

브랜드에 대한 고객의 신뢰와 충성도를 유지하는 것은 기업 마케팅 활동의 목표이지만 다양한 요인에 의해 고객들의 브랜드 신뢰와 충성도 및 추천의도는 쉽게 깨어지거나 브랜드 전환이 발생 한다. 따라서 기업은 자사 고객들의 브랜드 신뢰를 확보하고 브랜드 추천을 강화하기 위한 전략선 택을 신중하게 하여야 한다. 본 연구에서는 제품의 결함 또는 하자 발생으로 인한 리콜을 실시할때 기업이 선택하는 리콜전략을 자발적 리콜과 강제적 리콜로 나누어 리콜 전략이 브랜드 신뢰와 브랜드 충성도, 기업신뢰 및 브랜드 추천의도에 미치는 영향에 대해 고찰하였다. 특히 기업신뢰와 브랜드 충성도를 매개변수로 사용하여 리콜전략 유형에 따른 브랜드 신뢰가 브랜드 추천의도에 미치는 영향과 리콜전략 유형에 따른 영향을 변수들 간의 매개효과에 대해 연구하였다. 결과로는 기업의 리콜 전략에 따라 브랜드 신뢰가 브랜드 충성도, 기업신뢰, 브랜드 추천의도에 미치는 영향에 차이가 있다는 것을 확인하였다. 그리고 기업신뢰와 브랜드 충성도의 매개효과 역시 리콜 전략에 따라 그 영향의 수준이 다르게 증명되었다. 이는 기업의 마케터들에게 제품의 하자, 결함발생 시 브랜드 성과 유지와 향상을 위한 전략선택에 시사하는 바가 크다고 하겠다. This study was designed to evaluate the effect of recall strategy types on brand trust, corporate trust, brand loyalty and brand recommendation intentions. Total 420 data were collected from the survey. The results of the analyses are; 1) brand trust have positive impact on the corporate trust, brand loyalty and brand recommendation intentions; 2) corporate trust and brand loyalty have mediate effect on brand trust and brand recommendation intentions; 3) voluntary recall strategy have impact on corporate trust and brand recommendation intentions more than mandatory recall strategy; 4) mandatory recall strategy have impact on brand trust and corporate trust, brand trust and brand recommendation intentions/brand loyalty and brand recommendation intentions. These results provide implications for the marketer who want to increase brand performance with strategic alternative. In managing the recall process, if they choice mandatory recall strategy, they must be build brand trust and brand loyalty. The other way if they choice voluntary recall strategy, they must be build corporate trust.

THE ROLE OF LUXURY BRAND ATTACHMENT ON CONSUMER BRAND RELATIONSHIP

Anwar Sadat Shimul,Michael Lwin,Ian Phau 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study aims to investigate the role of luxury brand attachment on consumer brand relationship by examining the relationship with trust, commitment, satisfaction and loyalty. This also examines the interrelationships among trust, commitment, satisfaction and loyalty from luxury branding context which provides a good number of theoretical and practical implications. Introduction The global luxury market exceeded $1 trillion in the year 2015 with a 5% annual growth (Bain & Co., 2015). However, industry experts predict that the luxury industry will face challenges in upcoming year primarily due to the economic instability and turmoil in the global foreign exchange market (Robert, 2015). Therefore, the luxury brand executives should carefully target their future consumer segment to sustain the current growth (Luxury Society, 2015). Earlier studies demonstrate that consumers seek various types of emotional benefits from luxury brands such as status seeking (Nelissen & Meijers, 2011), hedonic pleasure (Tsai, 2005), feeling good (Aaker, 1999), pleasurable experience (Atwal & Williams, 2009), mental peace (Silverstein & Fiske, 2003), and impressing others (Wiedmann, Hennigs, & Siebels, 2009). Moreover, these emotional benefits create a comprehensive and memorable experience in terms of ownership and consumption of luxury brands (Choo et al., 2012). Therefore, luxury brand marketers should emphasize more on emotional attachment for building a long term and sustainable customer relationship (Orth et al., 2010). Research Gap Existing literature on consumer-brand relationship mostly considers cross-cultural issues (Chang & Chieng, 2006), reviving brand loyalty (Fournier, 1997), consumer attitude (Aggarwal, 2004), satisfaction (Sung & Choi, 2006), self-brand connection (Cheng et al., 2012), trust-based commitment (Hess & Story, 1995) and such other dimensions on brand evaluation (e.g. Swaminathan et al., 2007). Few studies have considered luxury products (Hodge et al., 2015) and the role of emotional aspects (Hwang & Kandampully, 2012) in the consumer-brand relationship. Still, there is a lack of empirical support for understanding the role of luxury brand attachment into the construct. This research will attempt to fulfil these research gaps. Conceptual Model and Hypotheses Psychological theories explain attachment as the tie between a person and an object or any other components (Bowlby, 1979; Hazan & Shaver, 1994). Brand attachment is defined as a long-term and commitment oriented tie between the consumer and the brand (Esch et al., 2006). The conceptualization of luxury brand demonstrates that the inherent traits of luxury brands are distinctiveness, high transaction value, superior quality, inimitability, and craftsmanship; and luxury brand consumption is mostly emotion laden (Nueno & Quelch, 1998). Based on the existing attachment concepts and theories, we define luxury brand attachment as the emotional bond that connects a consumer with a specific brand and develops deep feelings toward the brand. Several past studies have found that brand attachment reinforces brand trust and there is a positive relationship between brand attachment and trust (e.g. Belaid & Behi, 2011). In addition, Esch et al. (2006) argue that brand satisfaction and brand attachment are interrelated and satisfaction results long-term consumer-brand relationships (Gladstein, 1984). Moreover, strong commitment from the consumers has been identified as a critical factor of long lasting brand relationship (Li et al., 2014; Sung and Choi, 2010). Further, Thomson et al. (2005) find that brand attachment creates behavioural loyalty for which consumers are also willing to pay higher prices. Expecting similar relationship from luxury branding context, we propose that H1: The higher the luxury brand attachment, the greater the consumers trust in that brand. H2: The higher the luxury brand attachment, the greater the consumer satisfaction for that brand. H3: The higher the luxury brand attachment, the greater the consumer commitment to that brand. H4: Higher luxury brand attachment leads to higher behavioural loyalty to that brand. Scholars explain that satisfaction is an essential element of brand loyalty and both the constructs are positively related (e.g. Agustin and Singh, 2005). Past researches find that highly satisfied consumers demonstrate repeat purchases (e.g. Bennett et al, 2005). Past studies also show that trust toward the brand results brand loyalty and strengthen the relationship (Bansal et al., 2014; Belaid & Behi, 2011). Fournier (1997) identify brand trust as the key determinant of brand loyalty. Thus, we propose that H5: Higher satisfaction to the luxury brand leads to higher behavioural loyalty to that brand. H6: Higher trust to the luxury brand leads to higher behavioural loyalty to that brand. Ganesan (1994) argue that a satisfied customer develop trust toward a specific brand. In support of this, Belaid & Behi (2011) state that if a brand becomes successful in fulfilling the promise with consistence performance, the consumer will have satisfaction and positive feeling about the brand. In addition, the authors find a positive relationship between brand commitment and behavioural loyalty. Expecting similar relationship from luxury branding context, we propose that H7: The higher the trust in luxury brand, the more customer satisfaction in that brand. H8: Higher commitment to the luxury brand leads to higher behavioural loyalty to that brand. Summary of the hypothesised relationships are illustrated in Figure 1. Methodology The simple random sampling will ensure proper representation of the target population and eliminate the sampling bias (Cook & Campbell, 1979; Zikmund, 2002). The sample population will be 300 young Australian consumers aged between 20-30 years. Previous studies have found that there is a growth in luxury brand purchase by individuals in younger age groups e.g. 20 – 30 (Hung et al., 2011). Therefore, this is representative of the possible drift in the ages of consumers in the market for luxury brand purchase (Han et al., 2010). A consumer panel from Qualtrics database will be used and the sample frame consists of consumers who have higher brand likeability (Martin & Stewart, 2001). Established scales will be used to measure the constructs. All items will be measured on a seven-point Likert scale with 1 representing “strongly disagree” and 7 representing “strongly agree”. Research Significance This would be the very first study to investigate the role of luxury brand attachment in consumer brand relationship. This research will provide meaningful insights for the brand managers, brand strategists and advertising managers. This research will assist luxury brand managers in allocation of resources for the action plans that will ensure a stronger tie with the consumers in a cost efficient way. For brand managers luxury brand attachment may help them with segmentation process and well as providing direction on improving attachment to the consumers to influence trust, commitment, satisfaction, and loyalty.

콜센터 서비스 품질차원, 상담사 신뢰, 기업 신뢰, 기업 브랜드 애착의 관계와 콜센터 서비스 유형의 조절효과

한승엽(Seungh Yub Han),정기주(Ki Ju Cheong),조성도(Seong Do Cho) 한국마케팅학회 2013 마케팅연구 Vol.28 No.3

본 연구는 콜센터 서비스 품질의 세부 차원이 콜센터 상담사 신뢰, 기업 신뢰에 어떤 영향을 주는지 분석하고 콜센터 상담사가 서비스 품질 세부 차원과 깊은 관련이 있고 기업신뢰와 브랜드 자산에도 영향을 미친다는 것을 알아보고자 하였다. 그리고 이러한 관계가 인바운드 콜센터 서비스와 아웃 바운드 콜센터 서비스에서 다르게 나타나는지 실증 분석하였다. 기존 콘센터 연구에서는 서비스 품질의 각 세부차원이 콜센터 상담사 신뢰와 기업 신뢰에 어떤 영향을 주는 지 구체적으로 제시하지 않고 있다. 본 연구에서는 Brady and Cronin(2001)를 기초로 콜센터 서비스 품질을 상호작용 품질, 결과품질, 환경 품질로 분류하고 각 서비스 품질이 콜센터 상담사 신뢰와 기업 신뢰에 미치는 영향을 분석하였다. 이동통신 화사 콜센터를 대상으로 실증 분석한 결과 상호작용 품질과 결과품질은 콜센터 상담사신뢰를 통해 기업 신뢰에 영향을 주었고 기업 신뢰에는 직접적인 영향을 주지 않았다. 그러나 서비스 환경품질은 콜센터 상담사 신뢰와 기업 신뢰에 모두 직접적인 영향을 주었다. 이러한 결과는 고객이 콜센터를 접촉할 때는 콜센터 상담사에게 구체적인 문제 해결을 요구하고 콜센터 상담사가 기업을 대표한다고 생각하기 때문이라고 볼 수 있다. 다른 서비스의 경우에는 고객과 서비스 종업원이 서비스 제공과 관련된 활동 외에 사회적 상호작용을 할 수 있지만 콜센터 서비스의 경우는 고객의 목적이 분명하고 콜센터 상담사가 기업을 대표해서 문제를 해결하고 정보를 제공하기 때문이다. 그런데 콜센터 시스템 환경인 환경품질은 기업이 구축하기 때문에 기업신뢰에도 직접적인 영향을 주었다고 볼 수 있다. 기존 서비스 종업원과 판매원 연구에서는 서비스 종업원 신뢰와 기업 신뢰의 관계에 대해 여러 관점이 있다. 기업 마케팅에서 판매원에 대한 신뢰는 기업 신뢰와 충성도로 이어지지 않는다는 견해가 있고 서비스 종업원 신뢰와 기업 신뢰의 상호작용을 제시하기도 한다. 본 연구는 콜센터 서비스에서 콜센터 상담사가 기업을 대표하여 고객 문제를 직접적으로 해결하고 정보를 제공하기 때문에 콜센터 상담사 신뢰가 기업신뢰에 영향을 준다고 보았다. 이러한 가설은 콜센터 서비스의 특성을 고려한 것이다. 실증 결과는 이러한 가설을 지지하고 있다. 그리고 콜센터 상담사 신뢰는 기업 브랜드 애착도 증가 시켰다. 이는 콜센터 상담사가 기업 브랜드 이미지증진에도 기여하고 있음을 보여준다. 그리고 콜센터 상담사 신뢰, 기업신뢰와 기업 브랜드 애착의 관계는 콜센터 서비스 유형에 따라 다르게 나타났다. 콜센터 상담사 신뢰가 기업 브랜드 애착에 미치는 영향은 인바운드 서비스에서 더 크게 나타났고 기업신뢰가 기업 브랜드 애착에 미치는 영향은 아웃바우드 서비스에서 더 크게 나타났다. 고객이 요청하여 주도하는 인바운드 서비스의 경우에 콜센터 상담사의 역할이 더 크다는 것을 알 수 있다. This study empirically tests the effects of particular call-center service quality dimensions on representative trust and company trust. Further we examine how representative trust is transferred to company trust and company brand attachment, and try to figure out call-center representatives are closely related to particular service quality dimensions and affect company trust and brand asset. The moderating roles of call-center service types in the relationships among call center representative trust, company trust and company brand attachment are investigated. Prior research on call-center services does not delineate how each call-center service quality dimension influences representative trust and company trust. Based upon Brady and Cronin(2001) we classify call-center service qualities into interaction quality, outcome quality and physical environment quality. We hypothesize three service dimensions affect representative trust and company trust, and subsequently representative trust influences company trust and company brand attachment. Also the relationship between company trust and company brand attachment is tested. In addition, this study tries to reveal that call-center representatives play a more significant role in improving company trust and company brand attachment in inbound call-center services. Survey is conducted in the mobile telecommunication services. A total of 300 individuals responded and 276 questionnaires are usable. To test hypotheses Partial Least Square method is used. In the PLS analyses R2 is a key statistics to test the model fit. According to the results, interaction quality and outcome quality significantly affect only representative trust. Physical environment quality has a significant influence on company trust as well as representative trust. Further, representative trust enhances company trust and company brand attachment. It means that call-center representatives contribute to company image in terms of being on behalf of companies. The call-center service types moderate in the relationships among representative trust, company trust and company brand attachment. Representative trust increased more strongly company brand attachment in the inbound services than company trust. On the other hand, in the outbound services company trust more greatly contributes to company brand attachment than representative trust. The results imply that when customers take an initiative in the relationship with the call-center, the roles of call-center representatives become more significant. However, in case call-centers provide information to customers company trust is more important. This study shows although recently lots of companies have outsourced call-center services, customers use call-centcr representative trust as a cue to evaluate companies.

한국과 중국 대학생의 스포츠브랜드 광고 모델 신뢰도와 구매 만족도가 브랜드 태도, 신뢰 및 충성도에 미치는 영향

등야,백승엽 한국스포츠학회 2021 한국스포츠학회지 Vol.19 No.4

본 연구의 목적은 한국과 중국 대학생의 스포츠브랜드 광고 모델 신뢰도와 구매 만족도가 브랜드 태도, 신뢰 및 충성도에 미치는 영향을 알아보는 것이다. 이를 위하여 한국과 중국의 대학에 재학 중인 대학생 총 465명(중국 261명 ,한국 204명)을 연구대상으로 기술통계와 구조 모형의 가설검증 및 상관관계를 분석하여 다음과 같은 결론을 얻었다. 첫째, 한국과 중국 대학생의 스포츠브랜드 광고 모델 신뢰도는 구매 만족도에 영향을 미치는 것으로 나타났다. 둘째, 한국 과 중국 대학생의 광고 모델 신뢰도는 브랜드 태도에 영향을 미치지 않는 것으로 나타났다. 셋째, 한국 대학생의 스포츠브 랜드 광고 모델 신뢰도만 브랜드 신뢰에 영향을 미치는 것으로 나타났다. 넷째, 한국 대학생의 광고 모델 신뢰도에서 브랜드 충성도 하위요인인 태도적 충성도와 행위적 충성에 영향을 미치는 것으로 나타났다. 다섯째, 중국 대학생의 스포츠 브랜드 구매 만족도는 브랜드 태도에 영향을 미치는 것으로 나타났다. 여섯째, 중국 대학생의 스포츠브랜드 구매 만족도는 브랜드 신뢰에 영향을 미치는 것으로 나타났다. 일곱째, 한국 대학생의 구매 만족도가 브랜드 충성도의 하위요인인 행동적 충성도에 영향을 미치는 것으로 나타났다. 반면 중국 대학생의 구매 만족도가 브랜드 충성도 하위요인인 태도적 충성도와 행동적 충성도에 영향을 미치는 것으로 나타났다. 여덟째, 한국과 중국 대학생의 브랜드 태도가 브랜드 충성도의 하위요인 인 태도적 충성도와 행동적 충성도에 영향을 미치는 것으로 나타났다. 마지막으로 한국 대학생의 브랜드 신뢰는 브랜드 충성도 하위요인인 행동적 충성도에만 영향을 미치는 것으로 나타났다. 반면 중국 대학생의 브랜드 신뢰는 브랜드 충성도 의 하위요인인 태도적 충성도와 행동적 충성도에 영향을 미치는 것으로 나타났다. This study has been empirically investigated the relationship between brand credibility and purchase satisfaction provided from college students in Korea and China on brand attitude, brand trust and brand loyalty based on previous research. 464 college students(204 in Korea and 261 in China) have participated in this study. The survey was conducted to examine the relationship among brand attitude, trust and loyalty on sports advertising model credibility and purchase satisfaction. The results are as follows. First, college students in Korea and China, the reliability of the sports brand advertising model has a significant effect on the purchase satisfaction. Second, college students in Korea and China, the reliability of the sports brand advertising model has no significant effect on brand attitude. Third, college students in Korea, the reliability of the sports brand advertising model has a significant effect on brand trust whereas college students in China, the reliability of the sports brand advertising model has no significant effect on brand trust. Fourth, college students in Korea, the reliability of the sports brand advertising model has a significant effect on attitudinal loyalty and behavioral loyalty whereas college students in China, the reliability of the sports brand advertising model has no significant effect on any brand loyalty. Fifth, college students in Korea, the purchase satisfaction has no significant effect on brand attitude whereas college students in China, the purchase satisfaction has a significant effect on brand attitude. Sixth, college students in Korea, the purchase satisfaction has no significant effect on brand trust whereas college students in China, the purchase satisfaction has a significant effect on brand trust. Seventh, college students in Korea, the purchase satisfaction has not significant effect on attitudinal loyalty, but a significant effect on behavioral loyalty whereas college students in China, the purchase satisfaction has a signifiant effect on behavioral and attitudinal loyalty. Eighth, college students in Korea and China, the brand attitude has a signifiant effect on behavioral and attitudinal loyalty. Lastly, college students in Korea, the brand trust has not significant effect on attitudinal loyalty, but a significant effect on behavioral loyalty whereas college students in China, the brand trust has a signifiant effect on behavioral and attitudinal loyalty.

The Relationship among Brand Personality, Brand Trust, Brand Attachment, and Purchase Intention : Focused on Mobile IT Devices

오재신,신재익,박귀정 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.2

This paper aims to explore the personalities of IT device brands after a review of the previous literatures. In the academic literature, brand personality has been recognized as a major determinant in inducing brand trust and brand attachment. Thus, we based Aaker’s brand personality dimensions to investigate the impact of brand personality on brand trust and brand attachment. In addition, this study is to explore relationships among brand trust, brand attachment, and purchase intention. A total of 237 questionnaires were collected from respondents and 221 valid ones are used. The main findings are as follows. First, the six hypotheses concerning the impact of brand personality on brand trust are partly supported. As expected, innovation, attractiveness, and excitement of brand personality are positively related to brand trust. However, competence, sincerity, and sophistication are not significantly influencing the brand trust. Second, the results of the model showed that innovation, attractiveness, and sophistication influenced brand attachment. By contrast, competence, sincerity, and excitement do not have effects on brand attachment. Lastly, the positive linkage between brand trust, brand attachment, and purchase intention in the IT device users is identified.

브랜드 이미지, 브랜드 신뢰 및 브랜드 애호도의 구조적 관계 : 금융브랜드 이미지를 중심으로

안길상,이재록,민경현 한국방송광고공사 2005 광고연구 Vol.0 No.69

본 논문은 브랜드 이미지와 브랜드 신뢰 그리고 브랜드 애호도에 관한 구조적 관계를 실증분석을 통해 검증하고자 하였다. 이를 위해 은행을 이용해 본 경험이 있는 고객들을 상대로 설문조사를 하였으며 수집된 자료를 이용하여 구조방정식에 의해 브랜드 이미지, 브랜드 신뢰, 그리고 브랜드 애호도 간의 인과관계를 검증하였다. 분석결과 브랜드 이미지는 브랜드 신뢰에 브랜드 신뢰는 브랜드 애호도에 직접적으로 영향을 미치는 것으로 나타났다. 또한 브랜드 이미지와 브랜드 애호도와의 관계에서 브랜드 신뢰는 부분적으로 매개적 작용을 하는 것으로 나타났다. 마지막으로 연구결과에 따른 실무적 시사점과 연구의 한계점 및 미래 연구방향에 대해 기술하였다. This study examines the structural relationship among brand image, brand trust, and brand loyalty in bank industry, and then how brand trust plays a role of mediating variables between brand image and brand loyalty. Findings of this study are as follows: First, the brand image is significantly related to brand trust. The more consumer arouses about brand image, the more he trust the brand.Second, brand trust affects brand loyalty. Creating and maintaining brand trust produces positive results in repeat purchase and word-of-mouth activities. Third, brand trust is definitely found as a mediating variables which illustrates the relationship of brand image and brand loyalty. This paper suggests some marketing implications. First, it is possible to place a powerful brand when a brand has strong, favorable, and unique brand image. Bank industry should endeavor to build and maintain a strong, favorable, unique brand image because the powerful brand leads to brand equity. Second, financial goods in bank do not still perform in their strong, favorable and unique brand image attributes. Therefore banks provide consumers the strong, favorable, unique brand image in financial goods through effective communications.

The Effect of Perceived Service Quality on Brand Loyalty in Hotels: The Causal Role of Relationship Quality and the Mediating Effect of Employee Trust

Jialei Xu(Jialei Xu),Chul-Jae Choi(Chul-Jae Choi),Dae-Gyu Min(Dae-Gyu Min) The International Academy of Global Business and T 2023 The International Academy of Global Business and T Vol.19 No.3

Purpose - As the spread of COVID-19 has weakened recently, countries have switched to ‘with Corona’ policies. The hotel service industry, which has been hit hard in sales, is also making every effort to overcome difficulties through various brand strategies to provide high-quality services to customers and strengthen relationship quality through the trust of service employees at service points. Therefore, this study aims to verify the mediating role of employee trust in the relationship between perceived service quality and brand satisfaction and brand trust, and the causal effect of brand commitment by verifying whether brand satisfaction and brand trust affect brand loyalty or through brand commitment. Design/Methodology/Approach - Data were collected from consumers with experience using upscale hotels in Korea, and the research hypotheses were verified by structural equation model analysis using the SPSS 21.0 and Amos 21.0 statistical packages. Findings - First, the mediating effect of employee trust was confirmed in the relationship between perceived service quality, brand satisfaction, and brand trust. Second, brand satisfaction influenced brand trust and brand commitment, and brand trust influenced brand commitment. Third, brand satisfaction did not directly affect brand loyalty, but it did affect brand trust and brand commitment, and these constructs affected brand loyalty. Research Implications - In conclusion, it is necessary to manage service training for employees, as interactions with customers at the service point can provide the correct service and strengthen brand loyalty by identifying each component of brand relationship quality and checking the influence in the channel relationship.

The Effects of Customer Engagement and Brand Trust on Brand Loyalty: A Case Study of BPJS Healthcare Participants in Indonesia

Noor KHOLIS,Alifah RATNAWATI 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.11

This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption

고급화장품 브랜드에 대한 구전정보 및 전자구전정보가 브랜드구매의도에 미치는 영향- 브랜드신뢰 매개역할 및 브랜드이미지 조절효과 -

디마 마호메드 알디얍,최철재,민대규 사단법인 한국브랜드디자인학회 2022 브랜드디자인학연구 Vol.20 No.1

To examine the difference in the influence of word of mouth and electronic word of mouth on brand trust and purchase intention and the mediating role of brand trust for those who have experience purchasing luxury cosmetics brands in department stores, In addition, the purpose of this study is to verify the moderating effect of brand image in the relationship between word of mouth and electronic word of mouth and brand trust. The validity and reliability of the data were checked using SPSS 21.0 and AMOS 20 statistical packages, and the research model and research hypothesis were tested by structural equation model analysis. Both word of mouth and electronic word of mouth had a positive effect on brand trust and purchase intention, and brand trust had a positive effect on purchase intention. And brand trust was partially mediated in the relationship between word of mouth and electronic word of mouth and purchase intention. In addition, while the effect of adjusting brand image was significant in the relationship between word of mouth and brand trust, it was not significant in the relationship between word of mouth and brand trust. Offline distribution channels should provide important word-of-mouth information to customers to increase brand trust and increase purchase intentions by strengthening relationships. On the other hand, online distribution channels should use various sales promotion tools to motivate customers to purchase directly. 백화점에서 고급화장품 브랜드 구매 경험자를 대상으로 구전과 전자구전이 브랜드신뢰 및 구매의도에 미치는 영향력 차이 및 브랜드신뢰의 매개역할을 확인하고, 또한 구전 및 전자구전과 브랜드신뢰 관계에서 브랜드이미지 조절효과를 확인하고자 한다. SPSS 21.0 및 AMOS 20 통계패키지를 이용해 자료의 타당도 및 신뢰도를 확인하고 구조방정식모형분석으로 연구모형 및 연구가설을 검정하였다. 구전 및 전자구전은 모두 브랜드신뢰 및 구매의도에 긍정적 영향을 주었고, 또한 브랜드신뢰는 구매의도에 긍정적 영향을 주었다. 그리고 구전 및 전자구전과 구매의도 관계에서 브랜드신뢰는 모두 부분적으로 매개되었다. 또한 구전과 브랜드신뢰 관계에서 브랜드이미지 조절효과는 유의한 반면, 전자구전과 브랜드신뢰 관계에선 유의하지 않았다. 오프라인 유통채널에선 고객에게 중요한 구전 정보를 제공하여 브랜드신뢰를 높이고 관계강화를 통해 구매의도를 높여야 할 것이다. 반면에 온라인유통채널에선 다양한 판매촉진도구를 사용하여 고객이 직접적으로 구매를 할 수 있도록 동기부여해야 할 것이다.

브랜드 편익지각, 브랜드 만족, 브랜드 신뢰와 브랜드 충성도의 경로 연구

이재진,간형식 韓國商品學會 2012 商品學硏究 Vol.30 No.3

수많은 브랜드들이 시장에 출시되고 그중 상당수는 적절한 브랜드 관리가 이루어지지 않으면 소비자의 기억 속에서 사라지게 된다. 브랜드가 효과적인 커뮤니케이션 전략을 통해 소비자에게 인지되면 태도·행위적 충성도를 구축하는 것이 무엇보다 중요하다. 이를 위하여 브랜드자산 가치를 제고하는 여러 변수들에 대한 연구들이 진행되어왔는데 그 중에서도 브랜드 신뢰(brand trust)에 대한 연구는 드물었으며 특히 인지적 신뢰요인(reliability)과 정서적 신뢰요인(intention)으로 구분하여 영향관계를 살피는 시도는 부족하였다. 이에 따라 본 연구에서는 충성도에 이르는 가장 핵심적인 개념으로 브랜드 신뢰를 고려하여 경로연구를 실시하였다. 또한 이러한 경로를 토대로 소비자유형을 상황 의존적 소비자와 상황 독립적 소비자로 구분하여 조절효과를 검증하였다. 연구결과, 브랜드에 대한 상징적 및 실용적 편익과 브랜드만족의 관계, 브랜드만족과 브랜드신뢰의 두 가지 차원인 믿음과 의도간의 관계, 신뢰의 두 가지 차원과 브랜드충성도간의 관계에 대한 경로구조를 확인하고 브랜드신뢰의 선행변수와 결과변수에 대한 최적화된 경로를 검증하였다. 소비자 유형에 따른 조절효과 검증 결과, 상황 독립적인 소비자는 실용적 편익지각, 상황 의존적인 소비자는 상징적 편익지각을 상대적으로 더 크게 지각하고 브랜드만족에 영향을 주었다. 브랜드신뢰와 브랜드 충성도간의 영향관계에서 믿음신뢰차원이 브랜드충성도에 미치는 영향은 상황 독립적인 소비자, 의도의 영향은 상황 의존적 소비자가 더 컸다. Many brands are launched in the market and some brands are vanished without proper brand management. Building a brand loyalty through communication strategies toward brands is very important. Many marketing researchers have tried to do it but among them, the studies of brand trust are not popular, especially the two dimensions of brand trust: reliability and intention. Accordingly this study focused on the brand trust, the essential concept of brand equity. In addition, this study classified consumers into two types: independent self-construal and inter dependent self-construal and investigated the moderator effects between brand trust and brand loyalty. As a result, the passage structures between benefit perception and brand satisfaction, brand satisfaction and brand trust, and brand trust and brand loyalty are confirmed. Concerning moderator effects, in the relation of benefit perception and brand satisfaction, situation-dependent consumers aremore sensitive to utilitarian benefit, as for situation-inter dependent consumers, to hedonic benefit. In the relation of brand trust and brand loyalty, as far as situation dependent consumers are concerned, reliability has more positive effect on brand loyalty. On the other hand, interdependent consumers represent that intention has more positive effect on brand loyalty.