향기 제품의 브랜드 네임이 제품 선호도에 미치는 영향: 흥미의 매개효과 및 제품유형의 조절효과를 중심으로 = Effects of Brand Name of Scented Products on Product Preference: Focusing on Mediating Effect of Interest and Moderating effect of Product Types

국문 초록 (Abstract)

본 연구에서는 첫째, 향기 제품의 브랜드 네임 유형이 제품 선호도에 미치는 영향을 살펴보고, 둘째, 애매모호한 브랜드 네임과 제품 선호도 간 흥
미의 매개효과를 검증하고, 셋째, 브랜드 네임 유형과 제품 선호도 간 제품유형의 조절효과를 검증하고자 한다. 본 연구목적의 달성을 위해 2(브랜드
네임의 유형 : 애매모호한 브랜드 네임 vs. 명확한 브랜드 네임) x 2(제품유형 : 쾌락제품 vs. 실용제품), 집단 간 변인(between subject factor)으로 설
계하였고, 이에 부합하는 설문지를 통해 K대학교 대학생 총 147명(남70명, 여77명)을 대상으로 자료를 수집하였다.
분석결과, 향기 제품의 명확한 브랜드 네임 보다 애매모호한 브랜드 네임에서 소비자의 제품 선호도가 높게 나타나 가설 1은 지지되었다. 둘째,
향기 제품의 애매모호한 브랜드 네임이 제품 선호도에 영향을 미치는 과정에서 흥미가 매개한다는 것을 검증하였다. 셋째, 실용제품은 브랜드 네임
의 유형에 따른 제품 선호도의 차이가 나타나지 않은 반면에, 쾌락제품은 명확한 네임보다 애매모호한 네임에서 더 높은 제품 선호도를 나타냈다.
따라서 향기 제품의 브랜드 네임 유형과 제품 선호도 간의 관계에서 제품유형은 조절효과가 있는 것으로 확인되었다.
본 연구는 향기 제품에 대해 소비자가 향기를 직접 맡아보지 못하는 경우, 브랜드 네임이 단서적인 정보역할을 할 수 있다는 것을 실증하였다는
점에서 학술적 의미가 있다. 실무적으로 본 연구는 마케터나 또는 브랜드 관리자에게 향기 제품에 대해서 브랜드 네이밍을 할 경우, 제품의 유형을
함께 고려할 필요가 있다는 시사점을 제공한다. 향기 제품의 브랜드 네임 유형이 제품 선호도에 영향을 미치는 과정에서 개인차 변수를 포함한 다양
한 조절변수에 대한 탐색이 필요하고, 아울러 본 연구는 향기 제품 범주에 음료제품만 포함시켰는데, 추후에는 보다 다양한 제품들을 대상으로 재검
증해 볼 필요가 있을 것이다. 본 연구는 Miller and Kahn (2005)이 제시한 브랜드 네임의 분류 기준에 입각해서 브랜드 네임의 유형을 나누고 이를 선
행연구(브랜드 네임을 맛이나 색상표현 적용)와 달리 향기 제품에 적용하여 제품 선호도에 미치는 효과를 실증하였다는 점에서 차별점을 갖는다.
아울러 애매모호한 브랜드 네임과 제품 선호도 간의 관계에서 흥미의 매개효과를 검증하였다는 점이다.

다국어 초록 (Multilingual Abstract)

This study aims to investigate effects of brand name of scented products on product preference. In addition, we attempt to verify the mediating
effect of interest on the relationships between ambiguous brand name and product preference as well as the moderating effect of product types
between brand name types of scented products and consumer's product preference.
we randomly assigned 147 consumers(male: 70, female: 77) to one of four conditions following a 2(brand name types: ambiguous brand name vs.
common descriptive brand name) x 2(product types: utilitarian product vs. hedonic product) between subject design. To test hypotheses in our
study, a total of 147 individuals of data was collected by K-university students. Data were collected using a questionnaire and processed with
program SPSS.
The results of this study are summarized as follows. First, the product preference of consumers was greater for ambiguous brand name than for
common descriptive brand name of scented product. Second, interest have turned out to have a full mediation effect on the relationship between
ambiguous brand name and product preference. Third, the results of examining the effects of the interaction between product types(utilitarian
product vs. hedonic product) and brand name types(ambiguous brand name vs. common descriptive brand name) showed that, with hedonic
product, consumers' product preference was greater for ambiguous brand name than for common descriptive brand name.
This study is theoretically meaningful in presenting the effects of brand name types of scented products on product preference when it is very
difficult for the consumer himself/herself to smell scented products. Practically, this study suggests some useful implications for marketers and
brand managers. Nevertheless, this study did not test moderators except for product types. Future study to test diverse moderating variables
including individual variables in the relationship between brand name types and product preference will be promising.
This study has made contributions to the literature on the relationship between brand name types and product preference in that this study has
extended the prior studies by measuring effects of brand name of scented products on customer's product preference. In addition, mediating effect
of interest between ambiguous brand name and product preference was verified.

목차 (Table of Contents)

• I. 서 론
• II. 문헌고찰 및 연구가설
• III. 실 험
• IV. 연구결과
• V. 결론 및 논의

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