재개념화에 따른 브랜드 감정의 유형화에 관한 연구

국문 초록 (Abstract)

브랜드 감정은 재구매 또는 충성도를 극대화시키기 위한 마케팅 요인의 구심점으로서 그 중요성이 강조되고 있으나, 실증 연구에 앞서 브랜드 감정에 대한 개념을 명확하게 정의하는 작업과 이를 측정할 수 있는 척도개발에 관한 연구는 매우 미흡한 실정이다. 본 연구에서는 브랜드 경험을 접촉방법과 시점의 다차원적 구조로 구분하여 브랜드 감정을 새롭게 개념화하고, 이들을 적절히 유형화할 수 있는 분류의 틀을 모색하고자 하였다. 재개념화에 따라 개발된 브랜드 감정의 측정항목들은 탐색적 요인분석과 확인적 요인분석을 통해 신뢰도와 수렴타당성이 검증되었으며, 역동, 세련, 수용, 거부의 복합적 브랜드 감정을 유발된 브랜드 감정과 느낀 브랜드 감정의 유형으로 구분하였다. 또한 브랜드 감정과 브랜드 태도에 대한 판별타당성 검증을 통해 각 개념이 분리됨을 확인하였다. 그리고 브랜드 감정 유형간의 인과관계를 확인하기 위하여 t, t+1, t+2 시점에서의 회귀분석을 실시한 결과, 시간의 경과에 따라 유발된 브랜드 감정과 느낀 브랜드 감정 간의 관계에 있어 R2가 증가하는 것으로 나타나 유발된 브랜드 감정이 느낀 브랜드 감정에 영향을 미치는 선행변수라는 사실을 확인하였다. 이는 브랜드 감정 유형 간의 인과관계를 확인할 수 없었던 기존의 감정 연구에 대한 새로운 견해를 이론적 시사점으로 제시하고 있다. 마지막으로 새롭게 개발된 측정항목이 관련 변인을 적용했을 때 그 변인을 얼마나 잘 설명하고 예측하는가를 확인하기 위한 예측타당성 검증과정에서 유발된 브랜드 감정과 느낀 브랜드 감정의 브랜드 감정 유형과 브랜드자산의 관계를 분석하였다. 이를 통해 브랜드 감정이 고객자산에 미치는 영향을 확인하였으며, 앞서 브랜드 감정의 유형간 인과관계에서 밝혀진 것과 같이 유발된 브랜드 감정과 고객자산의 관계에 있어 느낀 브랜드 감정이 완전매개 역할을 함으로서 유발된 브랜드 감정이 느낀 브랜드 감정의 선행변수임이 재확인 되었다.

다국어 초록 (Multilingual Abstract)

Recently, much attention has been rendered to brand affect as a significant marketing factor since it is a brand`s potential that induces positive affect upon customers and deeply related to the social reputation a brand evokes. In this vein, this study attempts first to develop and categorize a new measure of brand affect upon its reconceptualization. The kernel of reconceptualization lies in an attempt to understand brand affect as a connective structure of affect domain-type including a low level structure consisting of two affect domain, the cognitive domain and emotional domain on one axis and affect type -evoked brand affect and felt brand affect- on the other. The second goal of this study is to examine the validity of reconceptualization by empirical analysis on the factor structure of brand affect and to analyze the structure of brand affect types. Following the concept of brand affect in previous studies, this study focuses not on consumer-centered consumption but on consumption that takes into account both consumers and producers. Consequently, brand affect in this study consists of both relatively conscious affect (evoked brand affect) established in consumers` cognitive sphere and subjectively experienced affect (felt brand affect) with empathy toward a given brand. As such the concept of brand affect in this study encompasses more than brand potential limited only to induction of positive affect. With the above definition and referring to Sung and Park(1995), this study first conducts a preliminary research with three experts on the issue and draws 30 items to be examined. Samples are randomly divided into two homogeneous groups. Upon the samples, reliability and convergence validity are examined through exploratory factor analysis and confirmative factor analysis, and then new measurement items are developed after the verification of judgement validity on brand affect and brand attitude. For the examination of the structure of brand affect types, regression analysis is also conducted at t, t+1, and t+2. The result shows a significant increase of. After a certain period of time, R2 of dynamism and refinement in their relations with felt brand affect of acceptance shows an increase, but the same result is not observed in the relations with felt brand affect of refusal. These results confirm partially that evoked brand affect precedes and influences felt brand affect. The relationship between brand affect types and brand equity factors is also examined in an attempt to see how well the newly developed measurement items explain and forecast other related variables. The result shows that the dynamic and refinement of evoked brand affect has a meaningful effect on felt brand affect of acceptance and refusal, that felt brand affect of acceptance has a meaningful effect on value equity, brand equity, and relationship equity, and that felt brand affect of refusal has a meaningful effect only on its relation with value equity. Finally, it is confirmed as suggested in previous studies that value equity and relationship equity in their relations with customer equity have effects on brand equity. In addition, the structure of brand affect types is reconfirmed through complete intervention on evoked brand affect and customer equity factor by felt brand affect in the relationship between brand affect types and customer equity. The value of this study lies in that a complete set of measurement tools is developed and that the new measurement items constitute the factors of brand affect types reconceptualized suggested as previous studies.

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