본문 바로가기
KERD
논문KCI 등재

관계혜택과 브랜드 동일시의 역할에 관한 탐색적 연구: 브랜드 동일시의 매개역할을 중심으로

An Exploratory Study on the Effects of Relational Benefits and Brand Identity : mediating effect of brand identity

정지연|강현모|이은형|방정혜
한국마케팅학회 (Korean Marketing Association)|2010.07|아시아마케팅저널 (Asia Marketing Journal)|제12권 제2호|pp. 155-175

0

조회

0

다운로드

29

인용

0

참고문헌

키워드

충성도Loyalty관계혜택브랜드 동일시Relational benefit확신적 혜택특별대우 혜택개인적 동일시사회적 동일시Brand identificationConfidence benefitSpecial treatment benefitSocial brand identificationPersonal brand identification
주제분류경영학

초록

본 연구는 관계혜택과 브랜드 동일시에 관한 탐색적 연구로서 충성도에 긍정적인 영향을 미치는 것으로 알려져 온 관계 혜택과 브랜드 동일시를 함께 고찰하려는 데에 목적이 있다. 관계 혜택과 브랜드 동일시는 각각 충성도와 유의한 관계가 있는 것으로 잘 알려져 왔으나, 그들 간의 관계를 함께 살펴본 연구는 거의 없는 실정이다. 한편으로는 카드산업에서 관계혜택이 중요한 전략적 요소인 동시에 최근에는 브랜드 개성과 이미지를 카드에 연결시키려는 시도를 하고 있다. 따라서 본 연구에서는 관계 혜택과 충성도와의 관계를 브랜드 동일시가 매개할 것으로 보고 그 영향을 탐색하였다. 결과적으로 관계혜택 차원, 즉 확신적 혜택과 특별대우혜택이 개인적 동일시와 사회적 동일시에 영향을 미치고, 개인적 동일시가 충성도에 영향을 미치는 것으로 나타났으며, 특히 확신적 혜택은 충성도에 직접적인 영향도 있는 것으로 나타났다.

Abstract

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For example, KB Card or Hyundai Card uses well-known designers' works for their credit card design. As well, they differentiate the designs of credit cards to stress on their brand personalities. BC Card introduced the credit card with perfume that a customer would like. Even though the credit card is small and not shown to public easily, it becomes more important for those companies to touch the customers' feelings with the brand personalities and their images. This is partly because of changes in consumers' lifestyles. Y-generations becomes highly likely to express themselves in many different ways and more emotional than X-generations. For the Y-generations, therefore, even credit cards in the wallet should be personalized and well-designed. In line with it, credit cards with good design can be seen as an example of brand identity, where different design for each customer can be used to recognize the membership groups that customers want to belong. On the other hand, these credit card companies offer the special treatment benefits for those customers who are heavy users for the cards. For example, those customers who love sports will receive some special discounts when they use their credit cards for sports related products. Therefore this study attempted to explore the relationships between relational benefits, brand identification and loyalty. It has been well known that relational benefits and brand identification lead to loyalty independently from many other studies, but there has been few study to review all the three variables all together in a research model. Furthermore, as reviewed above, in the card industry, many companies attempt to associate the brand image with their products to fit their customers' lifestyles while relational benefits are still playing an important role for their business. Therefore in our research model, relational benefits, brand identification, and loyalty are all included. We focus on the mediating effect of brand identification. From the relational benefits perspective, only special treatment benefit and confidence benefit are included. Social benefit is not applicable for this credit card industry because not many cases of face-to-face interaction can be found. From the brand identification perspective, personal brand identity and social brand identity are reviewed and included in the model. Overall, the research model emphasizes that the relationships between relational benefits and loyalty will be mediated by the effect of brand identification. The effects of relational benefits which are confidence benefit and special treatment benefits on loyalty will be realized when they fit to the personal brand identity and social brand identity. In the research model, therefore, the relationships between confidence benefit and social brand identity, and between confidence benefit and personal identity are hypothesized while the effects of special treatment benefit on social brand identity and personal brand identity are hypothesized. Loyalty, then, is hypothesized to have positive relationships with personal brand identity and social brand identity. In addition, confidence benefit among the relational benefits is expected to have a direct, positive relationship with loyalty because confidence benefit has been recognized as a critical factor for good relationships and satisfaction. Data were collected from college students who have been using either credit cards or debit cards. College students were regarded good subjects because they are in Y-generation cohorts and have tendency to express themselves more. Total sample size was two hundred three at the beginning, but after deleting those data with many missing values, one hundred ninety-seven data points were remained and used for the model testing. Measurement items were brought from the previous literatures and modified for this research. To test the reliability, using SPSS 14, chronbach's α was examined and all the values were from .874 to .928 exceeding over .7. Using AMOS 7.0, confirmatory factor analysis was conducted to investigate the measurement model. The measurement model was found good fit with χ²(67)=188.388 (p= .000), GFI=.886, AGFI=.821, CFI=.941, RMSEA=.096. Using AMOS 7.0, structural equation modeling has been used to analyze the research model. Overall, the research model fit were χ²(68)=188.670 (p= .000), GFI=.886, AGFI=,824 CFI=.942, RMSEA=.095 indicating good fit. In details, all the paths hypothesized in the research model were found significant except for the path from social brand identity to loyalty. Personal brand identity leads to loyalty while both confidence benefit and special treatment benefit have a positive relationships with personal and social identities. As well, confidence benefit has a direct positive effect on loyalty. The results indicates the followings. First, personal brand identity plays an important role for credit/debit card usage. Therefore even for the products which are not shown to public easy, design and emotional aspect can be important to fit the customers' lifestyles. Second, confidence benefit and special treatment benefit have a positive effects on personal brand identity. Therefore it will be needed for marketers to associate the special treatment and trust and confidence benefits with personal image, personality and personal identity. Third, this study found again the importance of confidence and trust. However interestingly enough, social brand identity was not found to be significantly related to loyalty. It can be explained that the main sample of this study consists of college students. Those strategies to facilitate social brand identity are focused on high social status groups while college students have not been established their status yet.

참고문헌 (58)

  1. 강병서, "SPSS를 활용한 다변량통계학" (2005), 한경사
  2. 김대환, "한국사회 어디로" (1989), 매일경제신문사
  3. 김문구, "이동통신서비스에서 전환장벽이 고객유지에 미치는 조절효과에 관한 실증연구", Asia Pacific Journal of Information Systems, 13(3), pp.107~130 (2003), 한국경영정보학회
  4. 김우성, "베이비붐세대, X세대, Y세대 소비자들의 소비관련 가치관과 라이프스타일의 비교", 소비문화연구, 10(4), pp.31~53 (2007), 한국소비문화학회
  5. 김유경, "항공사 이용객의 브랜드 동일시가 브랜드 로열티에 미치는 영향에 관한 연구:신뢰와 몰입의 매개역할을 중심으로", 관광학연구, 31(1), pp.311~328 (2007), 한국관광학회
  6. 김정구, "브랜드개성이 구전과 브랜드애호도에 미치는 영향: 사회적 일체감 이론의 적용", 소비자학연구, 13(2), pp.5~43 (2002), 한국소비자학회
  7. 박주영, "브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구", 한국마케팅저널, 3(2), pp.92~114 (2001), 한국마케팅학회
  8. 배병렬, "AMOS 7에 의한 구조방정식 모델링" (2007), 도서출판 청람
  9. 안우규, "호텔레스토랑의 관계혜택이 고객 충성도에 미치는 영향-전환비용과 대안매력도의 조절역할에 대한 탐색적 연구", 한국마케팅 과학연구 추계논문집, pp.117~142 (2002)
  10. 이유재, "브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형:이용자와 비이용자간 차이에 대한 탐색적 연구", 마케팅연구, 17(3), pp.1~33 (2002), 한국마케팅학회
  11. 소비시장 고급화와 기업의 대응, "이상민", 삼성경제연구소, ~ (2001)
  12. 서문식, "온라인 브랜드 공동체 의식이 브랜드 커뮤니티 동일시와 브랜드 태도에 미치는 영향에 관한 연구", 마케팅관리연구, 8(2), pp.3~77 (2003), 한국마케팅관리학회
  13. 정성원, "현대인들의 과시 - 자아 정체성의 (재)생산 -", 담론201, 10(1), pp.177~205 (2007), 한국사회역사학회
  14. 주간경제, "주간경제 740호 2003년 8월 13일", ~ (2003)
  15. 한국경제, "고객의 마음 훔쳐 평생단골 만든다. 한국경제 7.12", ~ (2002)
  16. 한국은행, "주요국 지급결제 통계, 2008.8", ~ (2008)
  17. Adelman, M. B., "Beyond Smiling: Social Support and Service Quality. in: Service Quality: New Directions in Theory and Practice", pp.139~171 (1994), Sage Publications
  18. Anderson, J.C., "Structural equation modeling in practice: a review and recommended two-step approach", Psychological Bulletin, 103, pp.411~423 (1988)
  19. Ball, A. D., "The Role and Measurement of Attachment in Cousumer Behavior", Journal of Consumer Psychology, 1(2), pp.155~172 (1992)
  20. Barnes, J. G, "The issue of establishing relationships with customers in service companies : When are relationships feasible and what form should they take", Third Annual Frontiers in Service (1994)
  21. Bearden, W. O., "Reference Group Influence on Product and Brand Purchase Decisions", Journal of Consumer Research, 9, pp.183~194 (1982)
  22. Bearden, W., "Measurement of consumer susceptibility to interpersonal influence", Journal of Consumer Research, 15, pp.473~481 (1989)
  23. Beatty, S. E., "Customer-sales associated retail relationships", Journal of Retailing, 72(fall), pp.223~247 (1996)
  24. Bendapudi, Necli, "Customer's Motivation for Maintaining Relationships with service providers", Journal of retailing, 73(spring), pp.15~37 (1997)
  25. Benjamin, M. H., "A Membership Management That Makes a Difference", Association Management, 26 (1993)
  26. Berry, L, L., "Relationship Marketing. in: Emerging perspectives in Services Marketing", pp.25~28 (1983), American Marketing Association
  27. Berry, L. L., "Building service relationships : its all about promises", Journal of the Academy of Marketing Science, 23(fall), pp.246~251 (1995)
  28. Berry, L. L., "Cultivating Service Brand Equity", Journal of the Academy of Marketing Science, 28(1), pp.128~137 (2000)
  29. Bitner, M. J., "Building service relationships: it's all about promises", Journal of the Academy of Marketing Science, 23(fall), pp.246~251 (1995)
  30. Buttle, F., "Relationship Marketing. in: Relationship Marketing: Theory and Practice", pp.1~16 (1996)
  31. Cram, T., "The Power of Relationship Marketing : How to Keep Customers for Life" (1994), Pitman Publishing
  32. Crosby, L. A., "Building and Maintaining Quality in the Service Relationship. In Service Quality: Multidisciplinary and Mutinational perspectives", pp.269~287 (1991), Lexington books
  33. Czepiel, J. A., "Service Encounters and Service Relationships: Implications for Research", Journal of Business Research, 20(1), pp.13~21 (1990)
  34. Darden, W. R., "An action strategy approach to examine shopping behavior", Journal of Busincess Research, 21, pp.289~308 (1990)
  35. Dick, A. S., "Customer Loyalty- Toward an Integrated Conceptual Framework", Journal of The Academy of Markeing Seience, 22, pp.99~133 (1994)
  36. Escalas, J. E., "You are What They Eat: The Influence of Reference Group on Consumer Connections to Brands", Journal of Consumer Psychology, 13(3), pp.339~348 (2003)
  37. Fournier, S., "Consumer and Their Brands: Developing Relationships Theory in Consumer Research", Journal of Consumer Research, 24, pp.343~373 (1998)
  38. Graeff, T. R., "Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations", Journal of Consumer Marketing, 13(3), pp.22~27 (1996)
  39. Gronroos, C., "Relationship approach to marketing in service contexts : The marketing and organizational behavior interface", Journal of Business Research, 20, pp.3~11 (1990)
  40. Gwinner, K. P., "Relational Benefits in Services Industries : The Customer's Perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998)
  41. Gutman, J., "A Means-End Chain Based on Consumer Categorization Processes", Journal of Marketing, 46(spring), pp.60~72 (1982)
  42. Haley, R. I., "Benefit Segmentation: A Decision Oriented Research Tool", Journal of Marketing, 32, pp.30~35 (1968)
  43. Henning-Thurau, T., "Understanding Relationship Marketing Outcomes: An Integration of Relationship Benefits and Relationship Quality", Journal of Service Research, 4(3), pp.30~47 (2002)
  44. Jacoby, J., "Brand Loyalty Measureent and Management" (1978), John Wiley and Sons
  45. Long. M.M., "Consumption Values and Relationships: Segementing the Market for Frequency Progems", Journal of Consumer Marketing, 17(3), pp.214~232 (2000)
  46. Mckenna, R., "Marketing Is Everything", Havard Business Review, 69(1), pp.65~79 (1991)
  47. Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
  48. Nunnally, J.C., "Psychometric Theory" (1978), McGraw-Hill
  49. Payne, A., "Relationship Marketing-Making the Consumer Count", Managing Service Quality, 4(6), pp.29~31 (1994)
  50. Reichheld, F. F., "Loyalty-Based Management. Harvard Business Review", Harvard Business Review, 71(March-April), pp.64~73 (1993)
  51. Richins, Marsha L., "Valuing Things: The Public and Private Meaning of Possessions", Journal of Consumer Research, 21, pp.504~521 (1994)
  52. Rio, A. B. d., "The Effect of Brand Associations on Consumer Response", Journal of Consumer Marketing, 18(5), pp.410~425 (2001)
  53. Sheth, J. N., "Relationships marketing in Consumer Markets : Antecedents and Consequences", Journal of the Academy of Marketing Science, 23(4), pp.255~271 (1995)
  54. Tajfel, H., "Human Groups and Categories: Studies in Social Psychology" (1981), Cambridge University Press
  55. Tepeci, M., "Increasing brand loyalty in the hospitality industry", international Journal of Contemporary Hospitality Management, 11(5), pp.223~229 (1999)
  56. Tsai, S., "Impact of personal orientation on luxury-brand purchase value", International Journal of Market Research, 47(4), pp.429~454 (2005)
  57. Underwood, R., "Building Service Brands via Social Identity: Lessons from the Sports Marketplace", Journal of Marketing Theory and Practice, (Winter), pp.1~13 (2001)
  58. Vavra, T., "After marketing: How to Keep Customer for Life Through Relationships Marketing Burr Ridge" (1992), Business One Irwin

관련 논문AI추천

‘브랜드 아이덴티티-고객충성도’ 관계에서의 심리적 메커니즘 고찰: 브랜드 의식과 브랜드 동일시의 역할을 중심으로김유경, 박명진, 박종철한국소비문화학회 · 소비문화연구2013 · 제16권 제1호금융기관에서 관계편익이 브랜드충성도에 미치는 구조적 영향김신, 장정빈, 최정일한국품질경영학회 · 품질경영학회지2017 · 제45권 제1호은행 고객의 관계혜택이 고객-기업 동일시와 고객참여에 미치는 영향: 고객 역할 명확성의 조절효과권미영, 유재원한국기업경영학회 · 기업경영연구2016 · 제23권 제3호브랜드 동일시와 브랜드 애착의 매개적 역할에 대한 연구: 브랜드 개성과 자아이미지 일치성이 브랜드 충성도에 미치는 영향에 관한 모형을 중심으로박성연, 이현주한국소비문화학회 · 소비문화연구2009 · 제12권 제2호소비자 - 브랜드 관계와 브랜드 충성도 간의 관계에 관한 연구남기남, 정덕화, 정철호한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2008 · 제16권 제1호서비스산업에서 관계효익과 고객행동의도간의 관계에 관한 연구김유경, 서문식한국소비자학회 · 소비자학연구2006 · 제17권 제1호

이 간행물의 다른 논문 (7건)

온라인 구전과 영화 매출 간 상호영향에 관한 연구: 한국 영화 산업을 중심으로심범준, 김병도, 배정호pp. 1-25한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구: 소비자 인식을 중심으로이한준, 김경진, 박종철pp. 27-52브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향전주언, 윤재영, 이지은pp. 53-81고객의 자기조절성향이 서비스 실패에 따른부정적 감정과 고객반응에 미치는 영향 -귀인과정에 따른 조정적 역할을 중심으로-성형석, 한상린pp. 83-110한국 금융회사 마케팅 현황에 대한 탐색 연구천성용pp. 111-133
원문 보기