중국 소비자의 외국 브랜드에 대한 아이덴티티 관련성이 유도하는 소비자-브랜드 동일시와 충성도 및 옹호도 효과

국문 초록 (Abstract)

본 연구는 중국 소비자-브랜드 동일시의 원인 요인을 소비자의 아이덴티티 관련성의 관점에서 객체 관련성, 목적 관련성, 행동 관련성으로 접근하고, 중국 소비자-브랜드 동일시의 브랜드 충성도와 옹호도 효과를 탐색하였다. 실증연구에서 중국 소비자 511명을 설문조사하여 실증분석 한 결과, 첫째, 소비자-브랜드 동일시는 브랜드 충성도와 옹호도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 외생변 수로써 객체 관련성, 목적 관련성, 행동 관련성 모두 중국 소비자-브랜드 동일시에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 소비자-브랜드 동일시의 원인 요인으로 객체 관련성, 목적 관련성, 행동 관련성 을 식별하였다는 점에서 이론의 발전에 기여하고 있다. 마케팅 관리자는 브랜드가 소비자와 객체 관련성을 갖고, 소비 목적 및 행동 관련성을 갖도록 다양한 체험 마케팅을 통해 브랜드 경험을 유도할 필요가 있다.

다국어 초록 (Multilingual Abstract)

Lately, claims have been raised alleging that consumer-brand identification should be viewed from the standpoint of cognitive representation except for emotion and evaluation factors. The present paper focused on searching for the exogenous variables affecting Chinese consumer-brand identification such as identity relevances, that is, relevances of object, goal, and action, and examined the mediation effects of consumer-brand identification on loyalty to and advocacy of the brand. In the empirical analysis, 511 questionnaires were collected from the population of Chinese people, and the structural equation model of Amos 18.0 was used to analyze the data of the questionnaires. The results of the empirical analysis were as follows. First, consumer-brand identification turned out to have positive influence upon loyalty to and advocacy of brand. Second, such exogenous variables of the identity relevance as object, goal, action relevance exerted positive impact upon consumer-brand identification. In this regard, marketers should labor to make their brand a symbol to define consumers' identity with, to understand the self value consumers seek for and, by doing so, promote relevance between self and goal for consumption of brand. It is further needed to improve behavioral involvement of the brand in an attempt to provoke active response of consumers' identity to use the brand.

목차 (Table of Contents)

• I. 서론
• Ⅱ. 이론적 배경 및 가설 설정
• Ⅲ. 연구방법
• Ⅳ. 실증분석
• Ⅴ. 연구의 시사점 및 한계
• 참고문헌
• Abstract

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