광고에서 문화적 포지셔닝 전략이 소비자 태도형성에 미치는 효과

다국어 초록 (Multilingual Abstract)

This study investigates the effects of brand cultural positioning strategy in advertising on the attitudes toward the brand and the advertisement from the perspective of self-concept congruity. Following the past studies showing that the global cultural positioning strategy in the advertisement can build the transnational image as well as a unique brand personality, this study suggests that the brand attitude and the attitudes toward the advertisement are determined by the interaction between the transnational image as well as the brand personality and the consumer's self-concept.The result showed that the interaction effect between the transnational image and the consumer's cosmopolitanism on the brand attitude and the attitudes toward the advertisement was not significant, while the interaction effect between brand personality and the consumer's personality traits was significant. Furthermore, the attitudes toward the advertisement were influenced by the interaction between the brand personality and the ideal self, and the brand attitude was influenced by the interaction between the brand personality and the actual self.

국문 초록 (Abstract)

본 연구는 광고를 통한 문화적 측면의 상표 포지셔닝전략이 소비자의 광고태도 및 상표태도 형성에 미치는 효과를 자아개념일치이론(self-concept congruity theory) 시각에서 알아보고 있다. 본 연구에서는 세계문화적 포지셔닝전략이 구현된 광고는 전통문화적 포지셔닝전략이 구현된 광고에 비해 초국가적 이미지(transnational image) 뿐 아니라 차별적 상표개성을 형성할 수 있다는 기존 연구에 바탕을 두고, 세계문화적 포지셔닝 광고에 대한 소비자의 광고태도 및 상표태도는 초국가적 이미지 및 상표개성과 소비자 자아개념 간 상호작용에 의해 결정될 수 있다는 것을 주장하고 있다. 실험결과 세계문화적 포지셔닝 광고에 내재하는 초국가적 이미지와 소비자의 세계주의 성향 간 상호작용은 광고태도 및 상표태도에 영향을 미치지 않는 것으로 나타났다. 반면, 세계문화적 포지셔닝 광고에 함축된 상표개성과 소비자 개성 간 상호작용은 광고태도 및 상표태도 형성에 영향을 미치는 것으로 나타났다. 특히, 광고태도는 상표개성과 소비자의 이상적 자아(ideal self) 간 상호작용에 의해 영향을 받는 반면, 상표태도는 상표개성과 소비자의 실제적 자아(actual self) 간 상호작용에 의해 영향을 받는 것으로 나타났다.

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