의인화 광고가 브랜드 애착에 미치는 영향에 관한 연구
A Study on the Effect of Anthropomorphic Advertising on Brand Attachment
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
브랜드 전략에 의인화된 상징을 활용하는 기업들이 증가하고 있다. 본 논문은 식품 산업 포장에 적용된 브랜드 의인화 전략이 소비자의 정서적 브랜드 애착에 미치는 영향을 탐구한다. 본 연구의 목적은 의인화 광고와 비의인화 광고의 차이점과 소비자의 감성 수준에 미치는 영향을 연구하여 보다 정확한 의인화 광고 디자인 방향을 제시하는 것이다. 수집된 설문지는 SPSS 데이터 분석을 통해 가설을 검증하는 데 사용되었고, 의인화된 광고 유형에 대한 소비자의 감정적 선호도의 내적 인과를 설명하기 위해 "브랜드 아이덴티티"의 가변 메커니즘을 도입했다. 그 결과, 의인화된 광고는 비의인화된 광고보다 소비자에게 높은 수준의 개인적, 사회적 브랜드 아이덴티티를 형성하며, 브랜드 애착을 더 잘 유발하는 것으로 나타났다. 브랜드 아이덴티티는 의인화된 브랜드 광고와 브랜드 애착 사이에서 완전한 매개 역할을 수행한다. 실증적 테스트를 통해 브랜드 이미지나 광고를 디자인할 때 의인화된 이미지와 언어를 사용하면, 소비자로 하여금 더 높은 브랜드 아이덴티티와 브랜드 애착을 형성시킬 수 있다는 것을 증명하였다. 본 연구는 일회성 설문조사 데이터를 이용했다는 점과 연구 대상이 초콜릿 브랜드에 대한 브랜드 애착에 한정되었다는 한계점을 가지고 있다. 향후 연구에서 다양한 제품 유형에 대한 다기간의 데이터를 수집하고, 브랜드의 다양한 변수를 고려해야 할 것이다.
Abstract
A growing number of companies are using anthropomorphic symbols in their brand strategy. This paper explores the effect of brand anthropomorphism strategies applied to food industry packaging on consumers' emotional brand attachment. The purpose of this study is to suggest a more accurate design direction for anthropomorphic advertisements by studying the differences between anthropomorphic and non-anthropomorphic advertisements and their effect on the emotional level of consumers. The collected questionnaires were used to test hypotheses through SPSS data analysis, and introduced a variable mechanism of “brand identity” to explain the intrinsic causality of consumers’ emotional preference for anthropomorphic advertising types. As a result, it was found that anthropomorphic advertising forms a higher level of personal and social brand identity for consumers and induces brand attachment better than non-anthropomorphic advertising. Brand identity plays a full mediating role between anthropomorphic brand advertising and brand attachment. Through empirical tests, it was proved that using anthropomorphic images and language when designing brand images or advertisements can help consumers form higher brand identity and brand attachment. This study has limitations in that it used one-time survey data and that the subject of the study was limited to brand attachment to the chocolate brand. In future studies, it will be necessary to collect multi-period data for different product types and take into account the various variables of the brand.
참고문헌 (32)
- 김운한, "TV광고에서의 브랜드캐릭터 유형 분석 : 내러티브와 의인화를 중심으로", 커뮤니케이션학 연구, 17(3), pp.5~31 (2009), 한국커뮤니케이션학회
- Aaker, A. D., "Measuring brand equity across products and markets", California Management Review, 338(3) (1996)
- Aggarwal, P., "Is that car smiling at me? Schema congruity as a basis for evaluating anthrop omorphized products", Journal of Consumer Research, 34(4) (2007)
- Bagozzi, R, P., "The role of social and self-conscious emotions in the regulation of business-to-business relationships in salesperson-customer interaction", The Journal of Business & Industrial Marketing, 21(7), pp.450~464 (2006)
- Chen Zengxiang, "Which brand anthro pomorphic image is more preferred: The moderating effect and boundary of belonging needs", Nankai Management Review, 3 (2017)
- Epley, N., "When we need a human: Motivational determinants of anthropomorphism", Social Cognition, 26(2) (2008)
- Gao Yi, "Research on the Influence of Brand Identity on Consumer Brand Respect", pp.2017
- Graff, T, R., "Using Promotional Messages to Manage the Effects of Brand and Self Image on Brand Evaluations", Journal of Consumer Marketing (1996)
- Grissemann, U, S., "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance", Tourism Management, 33(6) (2012)
- Guido, G., "Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty", Journal of Brand Management, 22(1) (2015)
- Guthrie, S., "Faces in the clouds: A new theory of religion" (1993), Oxford University Press
- Hagtvedt, R., "The Perception and Evaluation of Visual Art", Empirical Studies of the Arts, 26 (2008)
- Hayes, A. F., "Statistical mediation analysis with a multicategorical independent variable", British Journal of Mathematical and Statistical Psychology, 67 (2013)
- Huang Xin, "Research on the Influence of Brand Person ification Types on Brand Attitudes", pp.2018
- Jin Liyin, "The effect of employee brand identity on internal satisfaction and customer service activities", Economic Management, 4(8) (2005)
- Jin Yongyue, "The influence of self-brand connection on brand attachment the moderating effect based on moderating orientation", South China University of Technology, 26(1) (2018)
- Kim, S., "Anthropomorphized helpers undermine autonomy and enjoyment in computer games", Journal of Consumer Research, 43(2) (2016)
- Kuenzel, S., (2018)
- Lastovicka, J., "Components of Involvement" (1979), American Marketing Press
- Lee, S., "Anthropomorphism and its implications for advertising hotel brands", Journal of Business Research, 129 (2021)
- Levy, S., "Emotional brand attachment: a factor in customer-bank relationships", International Journal of Bank Marketing, 34(2) (2016)
- Li Huamin, "Research on the Relationship between Brand Identity and Brand Loyalty-A Case Study of Young Customers' Experience with Apple's Anthropomorphic Advertising", Economics and Management, 08 (2013)
- Li Wenjuan, "Analysis of the influence of brand perception on customer role behavior from the perspective of relational emotions", pp.2010
- Orth, U. R., "Store-evoked affect, personalities, and consumer emotional attachments to brands", Journal of Business Research, 63(11) (2010)
- Puzakova, M., "When humanzing brands goes wrong:The derimental efffect of brand anthropomorphization amid product wrongdoings", Journal of marketing, 77(3) (2013)
- Rio A., "The Effect of Brand Associations on Consumer Response", Journal of Consumer Marketing, 18(5) (2001)
- Thomson, M., "Theties that bind: Measuring the strength of consumers’ emotional attachments to brands", Journal of Consumer Psychology, 15(1) (2005)
- Wan, E. W., "Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference", Journal of Consumer Research, 43(6) (2017)
- Schouten, J, W., "Transcendent customer experience and brand community", Journal of the Academy of Marketing Science, 35(3) (2007)
- Schultz S, "These are a few of my favorite things-toward an explication of attachment as a consumer behavior construct", Advances in Consumer Research, 16 (1989)
- Sun Wenshu, "An Empirical Study on the Impact of Anthropomorphic Sporting Goods Advertising and Brand Identity on Customer Loyalty", Journal of Shenyang Sports Academy, 03 (2014)
- Zhao, X., "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis", Journal of Consumer Research, 37 (2010)