TV 광고의 글로벌 소비자문화 포지셔닝이 제품 평가와 광고에 대한 태도에 미치는 효과 = The Effects of Global Consumer Culture Positioning in TV Advertising on Product Evaluation and Attitude toward Advertising

국문 초록 (Abstract)

Alden, Steenkamp and Batra(1999)의 7개국에 걸친 연구에서 글로벌 소비자 문화 포지셔닝이 광고의 브랜드 포지셔닝 전략으로 의미가 있다는 것으로 밝혀졌지만 실제 국내 소비자를 대상으로 이러한 포지셔닝 전략의 효과에 대한 연구는 거의 찾아보기 어려웠다. 따라서, 본 연구는 국내 소비자를 대상으로 글로벌 소비자 문화 포지셔닝 전략이 제품평가(지각된 품질, 가격, 브랜드 명성)와 광고에 대한 태도에 미치는 효과를 실증적으로 분석하여, 정(+)의 효과를 미친다는 것을 밝혀냈다. 또한 소비자의 자민족 중심주의와 제품지식 그리고 제품특성(내구재 대 비내구재)이 글로벌 소비자 문화 포지셔닝의 효과에 미치는 조절효과를 살펴보았다. 그 결과 자민족 중심주의가 약한 소비자일수록, 제품 지식이 낮은 소비자일수록 그리고 비내구재보다 내구재에서 글로벌 소비자 문화 포지셔닝의 효과가 크다는 것이 밝혀졌다.

다국어 초록 (Multilingual Abstract)

Global consumer culture positioning(GCCP) was identified as meaningful valid brand positioning strategy in advertising across four countries by Alden, Steenkamp and Batra(1999). However, the effects of the GCCP on consumer`s product evaluations and attitude toward advertising have rarely been tested until recently. Thus, this study examined and found the positive effects of GCCP on consumers` product evaluation, such as perceived quality, price and brand reputation, and attitude toward advertising. Also, it found the effects of the GCCP varied depending on consumer`s ethnocentrism and product knowledge and on characteristics of product (durable/nondurable product): the effects becomes stronger on consumers with weaker ethnocentrism and lower product knowledge and on durable products.

참고문헌 (Reference)

1 이철, "한국 기업의 對중국 수출경로 결정요인에 관한 연구" 한국국제경영학회 16 (16): 37-60, 2005

2 첸난, "한ㆍ중소비자의 글로벌 브랜드선호도와 구매의도에 관한 비교연구" 국제지역학회 12 (12): 227-250, 2008

3 이철, "정부 해외 마케팅 지원 프로그램의 인지도 및 이용도에 영향을 미치는 요인 및 관계 분석" 한국경영과학회 34 (34): 27-42, 2009

4 황윤용, "인지-감성소구의 광고평가에 대한 사전지식과 관여도의 상대적 역할" 한국마케팅학회 4 (4): 5-, 2002

5 이문규, "소비자 행동의 이해" 법문사 2001

6 이철, "브랜드의 글로벌성과 제조국 이미지가 소비자 태도와 구매의사에 미치는 영향" 한국경영학회 36 (36): 1295-1312, 2007

7 이학식, "마케팅조사, 2판" 법문사 2005

8 김광수, "글로벌통합과 기업성과: 글로벌제조산업의 경우" 한국국제경영학회 14 (14): 113-139, 2003

9 이철, "글로벌 포지션닝 광고의 이용 상황과 특성: TV 광고를 중심으로" 한국소비자학회 13 (13): 7-168, 2002

10 안광호, "광고원론" 법문사 1998

11 Batra. R, "Why, When, and How of Global Branding, in Brand Eqquity and the Marketing Mix: Creating Customer Value" Marketing Science Institute 1995

12 Tharp, M, "The global network communications agency" 9 (9): 111-131, 2001

13 Cowley, E, "The Moderating Effect of Product Knowledge on the Learning and Oranization of Product Information" 30 : 443-454, 2003

14 Roth, M, "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies" 32 (32): 163-175, 1995

15 Rao, A, "The Effect of Prior Knowledge on Price Accep- tability and the Type of Information Examined" 19 (19): 256-270, 1992

16 Zhou, L, "Susceptibility to a global consumer culture: a three-dimensional scale" 25 (25): 336-351, 2008

17 Booth, K, "Strategy and Ethnocentrism" London: Croom-Helm 1979

18 Kapferer, J. N, "Strategic Brand Management, 2nd ed" Kogan Page: Dover 1997

19 Johnson E. J, "Product Familiarity and Learning New Information" 11 : 542-550, 1984

20 Dawar, N, "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality" 58 : 81-95, 1994

21 Peterson, R. A, "Marketing Research" Plano, Texas: Business Publications, Inc 1982

22 Aaker, David A, "Managing Brand Equity" The Free Press 1991

23 Duhan, D, "Influences on Consumer Use of Word-of-Mouth Recommendation Sources" 25 (25): 283-295, 1997

24 Hung, K, "Improving media decisions in China: a targetability and cost-benefit analysis" 34 (34): 49-63, 2005

25 Steenkamp, J.B, "How perceived brand globalness creates brand value" 34 (34): 53-65, 2003

26 Akaka, M. A, "Global brand positioning and perceptions: International advertising and global consumer culture" 29 (29): 37-56, 2010

27 Pae, J. H, "Global advertising strategy: The moderating role of brand familiarity and execution style" 19 (19): 176-189, 2000

28 Hassan, S. S, "Global Market Segmentation Strategies and Trends, in Globalization of Consumer Markets: Structures and Strategies" International Business Press 47-62, 1994

29 Beaty, S. E, "External Search Effort: An Investigation across Several Product Categories" 14 (14): 83-95, 1987

30 Amine, L, "Exploring the practical effects of country of origin, animosity, and price-quality issues: two case studies of Taiwan and Acer in China" 23 (23): 227-239, 2005

31 Fornell, C.D, "Evaluating structural equation models with unobservable variables and measurement errors" 18 : 39-50, 1981

32 Baughn, C. C, "Economic nationalism: conceptual and empirical development" 17 (17): 759-778, 1996

33 Gardner, M. P, "Does attitude toward the ad effect brand attitude under a brand evaluation set?" 22 (22): 1982-1988, 1985

34 Alba, J. W, "Dimensions of Consumer Expertise" 13 : 411-454, 1987

35 Zambuni, R., "Developing Brands Across Borders" 1 (1): 22-29, 1983

36 Shimp, T, "Consumer Ethnocentrism: Construction and Validation of the CETSCALE" 24 (24): 290-288, 1987

37 Sharma, S, "Consumer Ethnocentrism: A Test of Antecedents and Moderators" 23 (23): 26-38, 1995

38 정인식, "Consumer Attitude Toward Global Brands: The Perspective of Chinese Consumers" 한국국제경영관리학회 12 (12): 1-28, 2008

39 Zhou, N, "Chinese consumer readings of global and local advertising appeals" 33 (33): 63-76, 2004

40 Shocker, A. D, "Challenges and opportunities facing brand" 31 (31): 149-158, 1994

41 Aaker, David A., "Building Strong Brands" The Free Press 1996

42 Moore, J, "Building Brands Across Markets: Cultural Differences in Brand Relationships With the European Community, in Brand Equity and Advertising" Erlbaum Associates 1993

43 Erdem, T, "Brand as signals: A cross-country validation study" 70 (70): 34-49, 2006

44 Alden, D. L, "Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture" 63 (63): 75-87, 1999

45 Friedman, J, "Being in the world: globalization and localization" 7 : 311-328, 1990

46 Mitchell, A, "Are product attitude belifs the only mediator of advertising effects on brand attitude?" 18 : 318-332, 1981

47 MacKenzie , S. B, "An Empirical Examination of the Structural Antecedents of Attitude toward the ad in an Advertising Pretesting Context" 53 (53): 48-65, 1989

48 Lutz, R. J, "Affectice and Cognitive Antecedents of Attitude Toward the Ad, Information Processing Research in Advertising" Hillsadle, Lawreence Erlbaum 1983

49 Nelson, M, "A content analysis of advertising in a global magazine across seven countries: implications for global advertising strategies" 24 (24): 64-86, 2007