특정 브랜드에 대한 퍼블리시티의 방향성이 브랜드 계층구조상의 다른 브랜드들에 대한 평가에 미치는 영향 = The Effects of Publicity Valence about a Brand on the Other Brands in the Brand Hierarchy

다국어 초록 (Multilingual Abstract)

The purpose of this study is to empirically investigate the publicity effects on brand attitude, which is relatively under-studied. Specifically, this study compares the effects of publicity valence on consumer attitudes. In doing so, we hypothesize the spillover effects on other brands in the brand hierarchy and compare the magnitude and range of spillover effect. In order to increase the external validity, we choose two real brands from familiar product categories (automobile and noodle). We conduct an online experiment using newspaper articles for these brands and collect data from 101 respondents. We utilize a mixed experimental design with both within-subjects (subjects evaluate two product categories) and between-subjects (valence of publicity) design. Our results show that a publicity on one brand can affect consumers’ attitudes on other brands in the hierarchy. This effect depends on the cognitive network structure between the focal brand and the company brand. The magnitude and range of spillover effect also differ depending on the valence of publicity. Based on these findings, we discuss the academic contributions and managerial implications. We conclude with limitations and future research directions.

참고문헌 (Reference)

1 김나민, "컨슈머 리더의 블로그 이용형태에 관한 탐색적 연구" 693-713, 2006

2 안광호, "촉진관리: 통합적 마케팅 커뮤니케이션 접근" 학현사 2009

3 서울경제, "중동서도 최고로 인정받은 쏘나타"

4 유종숙, "위기시 기업 커뮤니케이션 메시지 형태 비교 연구" 한국광고홍보학회 9 (9): 104-128, 2007

5 박찬, "온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구: 상표사용후기와 답글을 중심으로" 한국소비자학회 17 (17): 73-93, 2006

6 박은아, "온라인 사용후기가 구매의사결정에 미치는효과" 18 (18): 7-22, 2007

7 이태민, "온라인 구전정보의 방향성과 유형이 구매영향력에 미치는효과: 한국과 미국의 국제비교" 한국마케팅학회 21 (21): 29-56, 2006

8 성영신, "온라인 구전정보가 관람 의도에-‘기대’를 중심으로" 한국방송광고공사 57 : 31-52, 2002

9 유창조, "소비자의 역할변화에 대한 탐색적 연구: 새로운 소비문화 발현자로서의 소비자" 한국마케팅학회 10 (10): 153-159, 2008

10 성영신, "소비유형별 소비행복의 비교" 한국소비자학회 24 (24): 1-23, 2013

11 양윤주, "브랜드 확장 시 브랜드 희석효과를 조절하는 변수들의 역할에 관한 연구" 한국마케팅학회 18 (18): 99-122, 2003

12 유재미, "개별브랜드 간 위기정보의 파급효과 : 주요브랜드 위기정보와 일반브랜드 위기정보가 상대브랜드 평가에 미치는 영향 비교" 한국마케팅학회 26 (26): 1-22, 2011

13 Bond, Jonathan, "Under the Radar: Talking to Today’s Cynical Consumer" JohnWiley & Sons 1998

14 Richins, Marsha L., "The Role of Evolvement and Opinion Leadership in Consumer Word-Of-Mouth: an Implicit Model Made Explicit" 15 : 32-36, 1988

15 John, Deborah Roedder, "The Negative Impact of Extensions: Can Flagship Products Be Diluted?" 62 : 19-32, 1998

16 Maheswaran, Durairaj, "The Influence of Message Framing and Issue Involvement" 27 : 361-367, 1990

17 Broniarczyk, Susan M., "The Importance of the Brand in Brand Extension" 31 : 214-228, 1994

18 Wright, Peter, "The Harrassed DecisionMaker: Time Pressures, Distractions, and the Use of Evidence" 59 : 555-561, 1974

19 Keller, Kevin Lane, "The Effects Of Sequential Introduction Of Brand Extensions" 29 : 35-50, 1992

20 Eisend, Martin, "The Effectiveness of Publicity versus Advertising: A Meta-analytic Investigation of its Moderators" 39 : 906-921, 2011

21 Lerbinger, Otto, "The Crisis Manager: Facing Risk and Responsibility" Lewrence Erlbaum Associates 1997

22 Coombs, W. Timothy, "Teaching the Crisis Management/Communication Course" 27 : 89-101, 2001

23 Keller, Kevin Lane, "Strategic Brand Management, 3rd ed." Pearson 2008

24 Nedungadi, Prakash, "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluation" 17 : 358-365, 1990

25 Coombs, W. Timothy, "Protecting Organization Reputations During a Crisis" 10 (10): 163-176, 2007

26 Berger, Jonah, "Positive Effects of Negative Publicity: When Negative Reviews Increase Sales" 29 (29): 815-827, 2010

27 Richins, Marsha L., "Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study" 47 (47): 68-78, 1983

28 Lei, Jing, "Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects" 72 : 111-123, 2008

29 Bettman, James R., "Memory Factors in Consumer Choice: A Review" 43 (43): 37-53, 1979

30 Farquhar, Peter H., "Managing Brand Equity" 13 : 24-33, 1989

31 Simonin, B.L., "Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes" 35 (35): 30-42, 1998

32 Morrin, Maureen, "Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes" 36 : 517-525, 1999

33 Park, C. Whan, "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency" 18 : 185-193, 1991

34 Herr, Paul M., "Effects of Word-of-mouth and Product Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective" 17 : 454-462, 1991

35 Barton, Laurence, "Crisis in Organizations: Managing and Communicating in the Heat of Chaos" South-Western Publishing Co 1993

36 Ahluwalia, Rohini, "Consumer Response to Negative Publicity: The Moderating Role of Commitment" 37 : 203-214, 2000

37 Keller, Kevin Lane, "Conceptualizing, Measuring, andManaging Customer-based Brand Equity" 57 : 1-22, 1993

38 Sturges, David L., "Communicating through Crisis-A Strategy for Organizational Survival" 7 (7): 297-316, 1994

39 Olson, J. M., "Attitudes and Attitude Change" 44 : 117-154, 1993

40 Fiske, Susan T., "Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior" 38 (38): 889-906, 1980

41 Erdem, Tülin, "An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding" 39 : 408-420, 2002

42 Erdem, Tülin, "An Empirical Analysis of Umbrella Branding" 35 : 339-351, 1998

43 Collins, Allan M., "A Spreading-activation Theory of Semantic Processing" 82 (82): 407-428, 1975