애매모호한 브랜드 네임이 소비자의 제품선호도에 미치는 영향
Effects of Ambiguous Brand Name on Consumer's Product Preference
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초록
본 연구는 브랜드 네임의 유형과 제품의 태그라인 유형 및 소비자 조절초점간 상호작용효과가 소비자의 제품 선호도에 미치는 영향을 살펴보고자 하였다. 이를 위해 총 두 차례에 걸쳐 실험을 실시하였다. 1차 실험에서는 89명의 여대생들을 대상으로 2(브랜드 네임의 유형: 애매모호한 브랜드 vs. 명확한 브랜드)×2(태그라인의 유형: 적당 불일치 vs. 일치) 완전요인 설계(Between-Subjects Full Factorial Design)를 사용하여 설문조사를 실시하였고, 2차에서는 대학생 153명(남=53명, 여=100명)을 대상으로 2(브랜드 네임의 유형: 애매모호한 브랜드 vs. 명확한 브랜드)×2(태그라인의 유형: 적당 불일치 vs. 일치)×2(조절초점: 향상 vs. 예방) 완전요인 설계로 설문을 실시하였다. 본 연구의 분석결과를 요약하면 다음과 같다. 첫째, 제품 선호도에 대한 브랜드 네임의 유형과 태그라인 유형의 상호작용효과 분석결과, 일치한 태그라인의 경우 브랜드 네임의 유형에 따라 제품 선호도에 차이가 없는 것으로 나타난 반면, 적당 불일치한 태그라인일 때는 소비자가 명확한 브랜드 네임보다 애매모호한 브랜드 네임에서 제품을 더 선호하는 것으로 나타났다. 둘째, 소비자의 제품 선호도에 대한 브랜드 네임의 유형과 조절초점의 상호작용효과 분석결과, 예방초점 소비자는 브랜드 네임의 유형에 따라 제품선호도에 차이가 없는 것으로 나타난 반면, 향상초점 소비자는 명확한 브랜드 네임보다 애매모호한 브랜드 네임에서 제품 선호도가 더 높게 나타났다. 마지막으로 본 연구의 시사점과 한계점 및 향후 연구를 위한 제언을 제시하였다.
Abstract
This study aims to investigate the interaction between brand name's type and taglines and regulatory focus on consumer's product preference. The results of this study are summarized as follows. First, the results of examining the effects of the interaction between tagline types(moderately incongruous vs. congruous) and brand name types(ambiguous brand vs. common descriptive brand) showed that, with moderately incongruous taglines, consumers' product preference was greater for ambiguous brand names than for common descriptive brand names, whereas with congruous taglines, there was no significant difference among brand name types. Second, the results of examining the effects of the interaction between brand name types and regulatory focus(promotion vs. prevention) showed that the product preference of consumers with promotion focus was greater for ambiguous brand names than for common descriptive brand names. On the other hand, in the case of consumers with prevention focus, there was no significant difference in their preference according to brand name types. Theoretical and practical implications of these findings are discussed. Also, limitations of this study and future directions are addressed.
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