위기브랜드의 지각된 낙인과 심리적 거리 간의 관계에 관한 연구 : 복합적 브랜드감정의 조절적 역할을 중심으로

국문 초록 (Abstract)

본 연구는 위기브랜드 낙인을 구성하는 요인들을 살펴보고, 위기브랜드 낙인의 구성요인과 심리적 거리 간의 관계와 복합적 브랜드감정이 이들 관계에 미치는 조절효과를 규명하고자 하였다. 분석결과는 다음과 같다. 위기브랜드의 낙인은 ‘평가절하’, ‘사회적 위축’, ‘사회적 편견’, ‘책임 유기’의 4가지 요인으로 구성되었다. 소비자가 지각하는 위기브랜드에 대한 평가절하, 사회 적 위축은 심리적 거리의 두 가지 유형인 심리적 불편감과 적대적 거리감에 유의한 영향을 주는 설명변인인 것으로 나타났다. 사회적 편견은 적대적 거리감에만 유의한 영향 주었으나, 책임유기는 심리적 불편감과 적대적 거리감 모두에 유의한 영향을 미치지 않았다. 이러한 분석결과를 토대로 4가지 위기브랜드 낙인의 구성요인과 심리적 거리 간의 관계에 미치는 복합적 브랜드감정의 조절적 역할을 확인한 결과, 복합적 브랜드감정은 사회적 위축, 사회적 편견과 적대적 거리감의 관계를 조절하는 것으로 나타났다. 즉, 위기브랜드에 복합적 브랜드 감정을 느낀 집단의 경우, 적대적 거리감에 미치는 사회적 위축과 사회적 편견의 영향이 감 소한다는 것을 뜻한다. 소비자에게 지각될 수 있는 위기브랜드 낙인화 과정을 최소화 또는 방지하기 위해서 위기사 건 자체에 대한 낙인을 희석하기 위한 커뮤니케이션 전략을 통해 소비자-기업 간의 심리적 거리를 해소시키고, 낙인화 과정을 교란시키는 전략적 방안이 요구된다

다국어 초록 (Multilingual Abstract)

Previous studies have been conducted on an effort to recover consumer relationship and brand image or to establish communication strategy concerning corporate crisis. However little has been focused on stigmatization of crisis brand under consumers’ perception. This study develops the construct factors concerning c and indicates the effect of crisis brand stigma on psychological distance with the moderating role of mixed brand affect between crisis brand stigma and psychological distance. According to results, it was made to extract 4 factors of crisis brand stigma from 20 ensuring items, and they were named devaluation, social withdrawal, social bias and responsibility dereliction. For causal relationships of crisis brand stigma and psychological distance(psychological distress, hostile distance), we conducted regression and hierarchical regression. Thought the regression, we found that devaluation, social withdrawal had a significant impact on psychological distress, and devaluation, social withdrawal, social bias had a significant impact on hostile distance. Additionally, the results on hierarchical regression indicate that the moderating effect of mixed brand affect had a significant impact on the relationship between social withdrawal, social bias and hostile distance. To reduce psychological distance, in initial stage of crisis situation, companies encountered crisis situation strive to release the news that emphasize on the accurate information in point of crisis event, which is the coverage of damage, the level of risk, the seriousness of the environmental pollution so on. And then, stereotype based on company is likely diluted when those who evoked negative affect on crisis could regulate their emotion by recalling positive brand affect.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구가설
• 1. 기업의 위기에 관한 연구
• 2. 낙인이론
• Ⅲ. 연구방법
• 1. 위기브랜드 낙인의 측정항목 도출
• 2. 실증분석
• 3. 예측타당성 검증: 위기브랜드 낙인과 심리적 거리 간의 관계
• Ⅳ. 결론
• 1. 전략적 시사점
• 2. 연구의 한계 및 미래연구 방향
• 참고문헌
• Abstract

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