브랜드 의식에 기초한 소비문화 연구 = 척도 개발을 중심으로

다국어 초록 (Multilingual Abstract)

This study explores the concept of brand consciousness, which is conceptualized as customers' tendency to respond toward brand names in brand purchase and consumption situations. It proposes that this concept as a customer's personal trait is based on the following contents: attention to the brands, emotional experience through the brands, and perceptions toward the brands. In particular, the perceptions consist of evaluations of utility of the brands, the status associations and the identification of images.
Three hundred and eleven Korean and American college students participate in the study. They respond toward the 72 items, developed to measure the concept. The results confirm that the brand consciousness is multi-dimensional. The nine factors emerge from the ten factors suggested by the literature review, which, in turn, are hierarchically converged into the four factors. The factors of attention, emotional experience, utility evaluation and status association underlie the reliable 27 items and achieve convergent and discriminant validity, while the image factor is related to the emotional experience. The criterion validity and predictive validity are also supported. The implications for the concept of brand consciousness are discussed along with the emphasis to understand the consumption culture.

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