브랜드 동일시, 브랜드 감정, 브랜드 로열티의 관계에 관한 연구 : 실용적 제품과 쾌락적 제품간의 비교 = Relationships among Brand Identification, Brand Affect, and Brand Loyalty : Utilitarian Products vs. Hedonic Products

국문 초록 (Abstract)

본 연구에서는 브랜드 동일시(brand identification)가 브랜드 로열티에 어떠한 영향을 미치는지를 심층적으로 살펴보았다. 우선 브랜드 로열티를 행동적 로열티와 태도적 로열티로 구분하여 살펴보았으며, 브랜드 감정(brand affect)이라는 개념을 도입하여 브랜드 동일시와 브랜드 로열티의 관계에서 브랜드 감정의 매개역할을 살펴보았다. 특히 제품유형을 쾌락적 제품(hedonic product)과 실용적 제품(utilitarian product)으로 나누어 브랜드 동일시, 브랜드 감정, 브랜드 로열티간의 관계가 제품유형에 따라 어떻게 달라지는가를 살펴보았다.
본 연구 결과, 브랜드 동일시가 증가할수록 브랜드에 대한 태도적 로열티와 행동적 로열티가 모두 증가하며, 브랜드 동일시는 브랜드 감정에 긍정적 영향을 미칠 수 있음을 확인하였다. 한편, 브랜드 로열티를 형성하는 과정에서 매개변수의 역할을 하는 브랜드 감정은 브랜드 로열티에 긍정적 영향을 미칠 수 있음을 확인하였다. 또한, 브랜드 동일시가 태도적 로열티에 미치는 영향력은 실용적 제품보다 쾌락적 제품에서 더 크게 나타났으며, 브랜드 동일시가 행동적 로열티에 미치는 영향력 역시 쾌락적 제품에서 더 크게 나타났다.

다국어 초록 (Multilingual Abstract)

This study investigates the influence of brand-self identification on brand loyalty by employing the concept of brand affect. This study especially focuses on the meæflating role of brand affect between brand identification and brand loyalty. This study also examines the differential influence of brand identification on brand loyalty between the two product classes: hedonic products and utilitarian products.
Several interesting results are found. First, brand identification has a positive influence on brand loyalty; that is, as brand identification increases, both attitudinal and behavioral loyalty increase. Second, brand identification can have a positive influence on brand affect; consumers may feel pleased when they purchase the brand that gives high brand-self identification. Third, brand affect can have a positive influence on brand loyalty. Fourth, the influence of brand identification on both attitudinal loyalty and behavioral loyalty is greater for hedonic products than for utilitarian products.

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