브랜드명성수준에 따른 브랜드 스토리텔링의 효과 = The Effect of Brand Storytelling in Brand Reputation

다국어 초록 (Multilingual Abstract)

Purpose - Brands and products often play key roles in enabling consumers to experience a good attitude, resulting in mentally enacting a specific prototype and reliving the experience by retelling a specific story. Brand storytelling can function as an important tool for managing the brand. To successfully apply a firm’s brand storytelling, it is important to prove the effectiveness of storytelling. Therefore, by utilizing the research of Escalas (1998) and Fog et al. (2005), a list of measurements for storytelling component quality (SCQ) was applied. In addition, customer attitudes toward brand storytelling were tested. In particular, if customers encounter a dynamic and interesting story, although the brand is not widely known, they can be in communion with the brand and establish an emotional connection (Hill, 2003). Thus, brand reputation was divided into two levels (high vs. low), and the difference in effectiveness between storytelling component quality and consumers’ advertisement attitude, brand attitude, and purchasing intention was examined.
Research design, data, and methodology - By using the measurement list used in Choi, Na, and Hwang (2013), 12 categories in the level of message quality, conflict quality, character quality, and plot quality were measured. In addition, categories of brand reputation, advertisement attitude, brand attitude, and purchasing intention were measured. The study was based on 181 final survey samples targeting undergraduate and graduate students in Gwangju Metropolitan City.
Results - Consumer responses toward storytelling were researched in the context of brand characteristics or product attributes, such as brand reputation, differentiated from extant simple effects of storytelling. Some brands with high reputation enjoy a halo effect due to prior learning, while other brands with comparatively low reputation have trouble generating positive responses despite attempts to enhance the level of reputation or induce favorable attitudes. Although not all due to the component quality of storytelling, the case of brands with low reputation exerted more positive impact on consumer attitudes than did brands with high reputation. As mentioned earlier, consumer evaluation of the component quality of storytelling was categorized into advertising attitudes, brand attitudes, and purchase intention for this study; this provides managerial implications in other ways. The results imply that an effective application of storytelling could be an important emotional tool for the development of both brands with low brand awareness and of well-known brands. Finally, this study serves to increase consumers' understanding and ability in interpreting brand stories that marketers tell about themselves, as well as to highlight differential experiences with products by level of brand hierarchy.
Conclusions - This research aimed to provide an objective guideline for storytelling component quality while considering brand awareness. Thus, brand reputation was considered for proving the baseline effectiveness of storytelling, and this study provided directions for strategic establishment of storytelling. Based on this, we conclude that in further studies, it will be necessary to systematically manage brand story by considering other situation variables and various story patterns, and studying their differences.

참고문헌 (Reference)

• 1 이원준, "플로우로 매개된 브랜드 스토리 특성이 브랜드 친밀감에 미치는 영향에 관한 연구" 한국마케팅학회 24 (24): 109-130, 2009
• 2 박범순, "아트광고의 크리에이티브 속성이 광고태도와 브랜드태도에 미치는 영향" 한국디지털디자인학회 13 (13): 131-139, 2013
• 3 최수아, "브랜드 스토리텔링 구성요소 품질의 측정도구 개발에 관한 연구" 사단법인 한국브랜드디자인학회 11 (11): 161-174, 2013
• 4 김성덕, "광고모델 특성이 구매의도와 브랜드태도에 미치는 영향" 한국유통과학회 10 (10): 47-53, 2012
• 5 White, S., "When Mothers Turn a Visual Story into a Verbal One for Their Children : Previewing Helps with the Telling, Conversing, and Remembering" 26 (26): 360-370, 2002
• 6 Deghton, J., "Using Drama to Persuade" 16 (16): 335-343, 1989
• 7 Krugman, H. E., "The impact of Television Advertising: Learning without Involvement" 29 (29): 349-356, 1965
• 8 Belch, G. E., "The Role of Attitude toward the ad as a Mediator of Advertising Effectiveness : A test of Competing Explanations" 23 : 130-143, 1986
• 9 Formbrun, Charles J., "The Reputational Landscape" 1 : 5-13, 1997
• 10 Fombrun, C., "The Reputation Quotient: A Multi-Stakeholder Measure of Corporate Reputation" 7 (7): 241-255, 2000
• 11 Homer, P. M., "The Mediation Role of Attitude toward the Ad : Some Evidence" 27 (27): 78-86, 1990
• 12 Mishra, A., "The Influence of Price Discount Versus Bonus Pack on the Preference for Virtue and Vice Food" 48 (48): 196-206, 2011
• 13 Fein, G., "The Future of Play Theory" State University of New York Press 151-165, 1995
• 14 Berger, Ida E., "The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship" 16 : 269-279, 1989
• 15 Yoon, Eunsang, "The Effect Information and Company Reputation on Intentions to Buy a Business Service" 27 : 215-228, 1993
• 16 Parkin, M., "Tales for Change" Kogan Page Limited 2004
• 17 이정헌, "TV홈쇼핑 여행상품판매의 구매설득 스토리텔링 구조에 관한 탐색적 연구 - 치알디니의 6가지 영향력 도구를 적용하여 -" 관광연구소 22 (22): 139-165, 2010
• 18 Escalas, J. E., "Sympathy and Empathy : Emotional Responses to Advertising Dramas" 29 : 566-578, 2003
• 19 Keller, J. L., "Strategic Brand Management: Building, Measuring, and Managing Brand Equity" 1998
• 20 Fog, K., "Storytelling :Branding in Practice" Springer 2005
• 21 McKee, R., "Story: Substance, Structure, Style and The Principles of Screenwriting" Reganbooks 1997
• 22 Waldmann, Michael R., "Predictive and Diagnostic Learning within Causal Models:Asymmetries in Cue Competition" 121 : 222-236, 1992
• 23 Gergen, K. J., "Narrative and the Self as Relationship" 21 : 17-56, 1988
• 24 Delagadillo, Y., "Narrative Word-of-Mouth Communication : Exploring Memory and Attitude Effects of Consumer Storytelling" 31 : 186-192, 2004
• 25 Krugman, H. E., "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluation" 10 : 316-334, 1965
• 26 Van Osselaer, Stijn M. J., "Locus of Equity and Brand Extension" 29 : 539-550, 2003
• 27 Karmiloff-Smith, A., "Language Acquisition" Cambridge University Press 455-474, 2001
• 28 Dickinson, Anthony, "Judgment of Act-Outcome Contingency : The Role of Selective Attribution" 36 : 29-50, 1984
• 29 Rothschild, M. L., "Involvement as a Determinant of Decision Marking Style" American Marketing Association 216-220, 1975
• 30 Park, C. W., "Familiarity and its Impact on Consumer Biases and Heuristics" 8 : 223-230, 1981
• 31 Dodds, W. B., "Effect of Price, Brand and Store information on Buyer's Product Evaluations" 28 : 307-319, 1991
• 32 Nguyen, N., "Corporate Image and Corporate Reputation in Customers' Retention Decisions in Services" 8 (8): 227-236, 2001
• 33 Van Osselaer, Stijn M. J., "Consumer Learning and Brand Equity" 27 : 1-16, 2000
• 34 Dhar, R., "Consumer Choice Between Hedonic and Utilitarian Goods" 37 (37): 60-71, 2000
• 35 Engel, J. F., "Consumer Behavior" The Dryden Press, Harcourt Brace College Publishers 1995
• 36 Woodside, A. G., "CABS: Consumer Archetype Brand Storytelling" 65-82, 2006
• 37 Arker, D. A., "Building Strong Brands" Free Press 1996
• 38 Woodside, A. G., "Brand-Consumer Storytelling Theory and Research : Introduction to a Psychology and Marketing Special Issue" 27 (27): 531-540, 2010
• 39 Dan, H., "Body of Truth: Leveraging What Consumers Can't or Won't Say" John Wiley & Sons 2003
• 40 Fishbein M., "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research" Addison-Wesley 1975
• 41 Tse, D. K., "Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print ads from Hong Kong" 15 (15): 457-472, 1989
• 42 Mitchell, A. A., "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?" 18 : 318-332, 1981
• 43 Cohen, B., "Alternative Models of Categorization : Toward a Contingent Processing Framework" 13 : 455-472, 1987
• 44 Escalas, J. E., "Advertising Narrative: What Are They and How do They Work? In Representing Consumers:Voices, Views, and Visions" Routledge Press 267-289, 1998
• 45 Lutz, R. J., "Advances in Consumer Research, 10" Association for Consumer Research 532-539, 1983