제품범주정보 현저성이 브랜드확장 평가에 미치는 영향 = 동서양 비교문화적 접근

국문 초록 (Abstract)

본 연구는 브랜드확장평가에 있어서 동양인이 서양인보다 브랜드확장의 적합성을 높게 판단하고 호의적으로 평가한다는 최근 Monga and John(2007)의 연구결과와 브랜드확장 평가과정에서 제품범주정보의 브랜드혜택연상에 대한 간섭효과를 제시한 Meyvis and Janiszewski(2004)의 연구결과를 바탕으로 그 기저에 흐르는 동서양간의 심리적 메커니즘의 차이를 접근성-진단성(accessibility-diagnosticity) 관점에서 분석하였다. 즉 본 연구는 동서양간의 제품범주정보의 현저성과 그로 인한 브랜드혜택연상에 대한 간섭효과의 차이, 그리고 브랜드혜택연상에 대한 접근성과 진단성의 차이에 따라 동서양간의 확장브랜드로서의 모브랜드(narrow brand vs. broad brand)에 대한 선택이 달라질 수 있음을 살펴보고자 하였다. 실증분석을 위해 동양인과 서양인을 대상으로 5번에 걸친 사전조사과정을 거쳐 실험대상 제품, 가상의 브랜드, 추구하고자하는 브랜드혜택연상 등을 결정하였다. 이를 기초로 본 조사에서는 내구성 있는 2개의 포트폴리오 브랜드(narrow brand: TV, DVD player, 오디오, broad brand: TV, 냉장고, 세탁기)를 대상으로 내구성 있는 캠코더로의 브랜드확장상황을 제시하였다. 뿐만 아니라 제품범주정보의 노출 횟수, 제품범주제공과 확장평가 및 확장브랜드선택 사이의 시간 차이를 조절하여 제품범주정보에 대한 접근성을 조절하였다. 본 연구에는 총 488명(한국 243명, 미국 245명)이 참여하였으나, 부적절한 응답과 불성실한 설문지를 제외하고 414부(한국 212부, 미국 202부)의 설문지가 분석에 활용되었다. 연구 결과 동양인들이 서양인들에 비하여 폭이 넓은 브랜드의 선택경향이 높게 나타났으나 통계적으로 유의미하지는 않았다. 따라서 제품범주정보 및 브랜드혜택연상의 회상정도에 대한 추가분석을 통하여 동양인들의 폭이 넓은 브랜드 선택경향에 대한 가설을 간접적으로 확인하였다. 또한 노출횟수의 증가, 시차단축을 통한 실험에서는 동서양 모두 폭이 좁은 브랜드의 선택비율이 높아졌을 뿐만 아니라 동양인에게서 상대적으로 그 비율이 높게 증가하여 동서양간의 차이가 사라지는 결과를 얻었다. 이는 A-D 관점에서 제품범주정보의 브랜드혜택연상에 대한 간섭효과 및 노출횟수의 증가 전, 시차단축 전의 동양인의 폭이 넓은 브랜드에 대한 선택경향을 간접적으로 확인해 준다. 본 연구는 더 많은 연구와 실증을 필요로 하겠지만 동서양간의 브랜드확장평가의 차이를 브랜드확장평가의 심리적 메커니즘 측면에서 살펴봤다는 그 자체로서도 이론적인 측면에서 상당한 의미를 지닌다. 뿐만 아니라 마케팅 실무적 측면에서도 기존의 확장결과를 고려한 마케팅전략, 더 나아가 글로벌 환경에서의 다양한 마케팅전략의 수립에도 기여할 수 있을 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

This research analyzed the East-West differences in psychological mechanism in the view of accessibility-diagnosticity based on the results of two recent researches; One is conducted by Monga & John(2007) that Easterners(vs. Westerners) perceive the brand extension fit highly and evaluate the brand extension favorably. The other is conducted by Meyvis and Janiszewski(2004) that the interference effect on brand benefit association of product category information can exist in the process of brand extension evaluation. Namely, this research focused on the fact that the East-West choices of parent brand(narrow brand vs. broad brand) could vary according to 1) the East-West differences in the salience of product category information, 2) the differences in the interference effect on brand benefit association of product category information, 3) the differences in the accessibility and diagnosticity of brand benefit association. We expect that Easterners choose the broad brand more than Westerners. And there will be no choice differences between them on extension brand in case of high salience on product category information. For this empirical analysis, we decided the test target products, fictitious brand, pursuing brand benefit association by targeting Easterners and Westerners through 5-time pretests. Based on the two portfolio brands with durability(narrow brand: TV, DVD player, audio, broad brand: TV, refrigerator, washing machine), we presented a brand extension situation to the camcorder with durability. Furthermore, we modulated an accessibility of the product category information by controlling the exposed numbers to the product category information and the time differences between the phase of product category offer and extension evaluation/extension product choices. Namely, the survey was run by the respective three groups (Firstly, offering information one time and evaluating after 50 minutes; secondly, offering information one time and evaluating after 5 minutes; lastly, offering information three times and evaluating after 50 minutes) through shortening time interval between beginning of information offering and extension evaluation as well as increasing the exposed numbers to information to manipulate a salience of product category informations. Although total 488 people(243 Koreans and 245 Americans) participated in this survey, we just utilized reliable responses from 414 respondents(212 Koreans and 202 Americans) except inappropriate and insincere responses. The results indicate that although a preference for broad brand is higher in the East than in the West, it is not meaningful statistically. Accordingly, We indirectly affirmed the hypothesis on the preference of East for the broad brand through an additional analysis on a degree of recall for product category information and a brand benefit association. Furthermore, we found out that both East and West have a high preference ratio of narrow brand by increasing the exposed numbers to the product category information and shortening the time interval between the information offer and extension evaluation. In addition, by relatively raising the preference ratio toward the East, the difference between the East-West came to be diluted. This result indirectly showed a preference tendency of the East for the broad brand from an A-D perspective before the interference effect on brand benefit association, increasing the exposed numbers and shortening the time interval. This research got access to the more realistic and consumer-focused strategies than the existing researches. Firstly, we approached to the brand extension evaluation from the viewpoint of A-D. This was very practical model, providing it is natural that there was a time interval between the time of information offering and the time of purchasing(that of brand extension evaluation). Secondly, parent brand was chosen in the process of choosing extension products. Now that consumers generally tend to decide pro

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