브랜드-자아이미지 일치성이 브랜드 사랑과 몰입에 미치는 영향 = The Effects of Brand-Self Image Congruency on Brand Love and Commitment

다국어 초록 (Multilingual Abstract)

As a strategic variable in the relationship marketing area, self-image has been identified in a point of time (past, present, and future), and then the influencing factors of brand- and self-image congruency on brand love and brand commitment have been testified. That is, to achieve the research objectives this research uses six kinds of self-image, 2(personal/social) x 3(past/present/future).
According to the results, congruency of brand-image and the six self-images positively affects self-need(self-consistency, self-verification, and self-enhancement). The self-need plays an important role to induce a positive emotion which is love to a particular brand. In addition, by strengthening commitment which sustains the relationship with a brand, the brand love positively affects the long-term relationship between a consumer and a brand.
This result shows that self-images of a consumer would be different in a point of time and this difference influences upon brand choice. Thus, a marketer should build up brand image focusing on not only self-image with the present but self-image with the past and future. That is, the result suggests how to set up marketing strategy in using the congruency of brand-image and six self-images.

국문 초록 (Abstract)

본 연구에서는 관계마케팅의 전략변수로서 자아이미지를 과거, 현재, 미래 시점으로 구분하여 브랜드-자아이미지 일치성이 브랜드 사랑과 몰입에 미치는 영향에 대하여 실증분석 하였다.
연구 결과, 브랜드 이미지와 과거, 현재, 미래 개인자아이미지 및 사회자아이미지 일치성이 자아일관성, 자아입증성, 자아향상성 욕구에 유의한 영향을 미치는 것으로 나타났다.
이러한 자아욕구는 브랜드에 대한 긍정적인 감정인 사랑을 유발하는데 주요한 원인으로 작용한다. 그리고 브랜드에 대한 강한 사랑이 브랜드와의 관계를 지속하겠다는 몰입을 강화시킴으로써 브랜드 사랑이 소비자와 브랜드의 장기적인 관계 형성에 긍정적인 영향을 미칠 수 있다는 결과가 나타났다.
이러한 결과는 소비자의 자아이미지가 시간의 흐름에 따라 각각 다르고 이는 브랜드 선택에 지대한 영향을 미치고 있음을 보여준다. 단순히 현재의 소비자의 자아이미지만을 고려한 브랜드 이미지 구축에서 벗어나 소비자의 과거 그리고 미래와 함께 하는 브랜드 이미지 혹은, 각 시간 개념 중 한 시점에 초점을 맞춘 브랜드 이미지를 구축해야 할 것이다. 즉 브랜드의 특성에 따라 브랜드 이미지를 소비자의 어느 시점의 자아이미지와 맞추어 마케팅할 것인지, 자아이미지와 일치시킬 것인지를 시사해 주고 있다.

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