브랜드의 자아개입의 요인과 브랜드 애착 및 긍정행동의도 = Roles of Brand Engagement in Self-concept on Brand Attachment and Positive Behavioral Intention

국문 초록 (Abstract)

이 연구는 특정 브랜드의 자아개입의 원인변수와 결과변수의 식별에 초점을 두고, 브랜드정보의 자아현저성 역할과 브랜드소비의 자아표현성정도가 브랜드를 자아에 개입시키고, 브랜드자아개입이 브랜드 애착을 매개로 긍정행동의도에 미치는 영향을 탐색하며, 브랜드와의 긍정적 관계기간의 지각정도가 브랜드에 더욱 애착하게 하고, 브랜드에대한 긍정행동의도를 촉진할 수 있는가를 이론적으로 고찰하고, 스마트폰 브랜드를 대상으로 실증하였다.
브랜드정보의 자아현저성 역할과 브랜드소비의 자아표현성정도가 브랜드의 자아개입에 긍정적으로 영향을 미치고,또 브랜드정보의 자아현저성 역할이 브랜드 애착을 촉진하지만, 지각된 긍정적 관계기간은 브랜드의 자아개입수준에 영향을 미치지 못하는 것으로 탐색되었다. 브랜드의 자아개입이 긍정행동의도에 직접적인 영향을 미치지 못하고브랜드 애착을 매개로 긍정행동의도에 간접적으로 긍정적 영향을 미치는 것으로 탐색되어, 브랜드가 자아에 개입되어도 브랜드에 대한 열정과 감정이 유발되지 않으면 긍정행동의도가 촉진될 수 없음을 보여주고 있다. 그리고 긍정적 관계기간의 지각정도가 브랜드애착과 긍정행동의도를 직접적으로 촉진하는 것으로 식별되었다

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