브랜드 네임에 대한 조절적 동기 효과: 브랜드 민감도의 역할 = The Effect of Regulatory Focus on Brand Name: The Role of Brand Sensitivity

다국어 초록 (Multilingual Abstract)

The current research investigates the moderating role of brand sensitivity in the fit between regulatory focus and brand names. The finding revealed that the effect of the fit between regulatory focus and brand names on brand attitude depended on the level of brand sensitivity. Specifically, in the high brand sensitivity, participants in the promotion-primed condition evaluated the brand more favorably when they were exposed to the promotion-oriented brand name than when they were exposed to the prevention-oriented brand name, whereas participants in the prevention-primed condition evaluated the brand more favorably when they were exposed to the prevention-oriented brand name than when they were exposed to the promotion-oriented brand name. In the low brand sensitivity condition, however, only a main effect of the regulatory focus was found. Participants in the prevention-primed condition evaluated the brand more favorably than those in the promotion-primed condition.

국문 초록 (Abstract)

본 연구는 브랜드 네임 연구에 대한 확장으로 소비자들의 브랜드 평가에 영향을 미칠 수 있는 변수로서 조절적 동기와 그에 따른 브랜드 네임의 일치성 효과에 대한 브랜드 민감도의 조절효과를 살펴보았다. 본 연구 결과, 브랜드 민감도가 높은 경우 촉진동기의 피험자들은 촉진동기적 브랜드 네임이 제시되었을 때 브랜드를 더 호의적으로 평가하였으며 예방동기의 피험자들은 예방동기적 브랜드 네임이 제시되었을 때 브랜드를 더 호의적으로 평가하였다. 하지만 브랜드 민감도가 낮은 경우 조절적 동기와 브랜드 네임의 일치성 효과는 나타나지 않았다. 따라서 브랜드 민감도가 낮은 소비자보다 브랜드 민감도가 높은 소비자의 경우 조절적 동기와 일치하는 브랜딩 전략 즉, 촉진동기의 소비자들에게는 촉진동기 지향적 브랜드 네이밍 전략이 효과적이며 예방동기의 소비자들에게는 예방동기 지향적 브랜드 네이밍 전략이 효과적이라는 시사점을 제공해준다.

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