대학생들의 브랜드 태도 유형에 관한 연구

Abstract

The purpose of this study is to examine how the brand attitudes of college students can be categorized. Two research questions are set up for this. First, what is the brand attitude of college students? Second, how can college students brand attitudes be typified? To measure the general attitudes towards brand positioning, Q-methodology has been used because it is one of the best ways for measuring audience's basic and internal attitudes. The evidence is suitable for measuring human subjective notions about specific phenomena. For research, 28 Q-statements are developed and 80 P-samples are chosen. After the Q-methodology analysis, the college students attitudes towards brand have been categorized in three types. The eigen value for each type is 23.36 for Type 1, 9.88 for Type 2, and 4.13 for Type 3. The first type is <Consumption-oriented Brand Loyalists>, highly value the brand and apply loyal devotion to brand. The second type is <Practicality-oriented Brand Nonusers>, who are highly critical of brand and call for high ethical standards. The third type is <Value-oriented Brand Supporters>, who favor brand and rationally apply it in their consumption. In conclusion, the three types of college students attitudes towards brand have been translated that the fundamental attitudes of the brand could be categorized in three ways. We could use these three types of college students attitudes as the prototype of brand researches, thereby generating future brand hypotheses.