소셜 미디어-브랜드 팬 페이지 이용과 브랜드 자산의 관계
The Link Between Use of Social Media Brand Fan Pages and Brand Equity
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초록
소셜 미디어(페이스북, 트위터 등)의 등장과 확산은 브랜드 기업으로 하여금 소비자와 정보를 교환하고, 소통하는 방식을 근본적으로 바꾸게 되었다. 따라서 본 연구에서는 소비자의 브랜드 팬 페이지 이용이 고객기반 브랜드 자산(Customer-Based Brand Equity)과 구체적으로 어떤 관계가 있는지, 또한 브랜드 팬 페이지 이용이 어떤 과정을 거쳐 브랜드 공명에 이르는지를 고객-브랜드 관계의 관점에서 살펴보고자 한다. 이와 같은 연구목적을 달성하고자 Keller(2011)의 CBBE 피라미드 모형을 토대로 연구모형과 가설을 제시하였고, 이를 PLS 기법으로 분석하였다. 설문조사기법으로 수집된 총 206명의 응답자료를 분석한 결과, 브랜드 팬 페이지 이용은 소비자의 브랜드 인지도에 정(+)의 유의적인 영향을 미치는 것으로 나타났다. 또한 브랜드에 소비자의 이성적 판단과 직감적 감성, 둘 모두 브랜드에 대한 충성도와 만족도에 유의적 효과가 있다는 실증결과를 얻을 수 있었다. 그러나 이성적 판단보다는 직관적 감성이 브랜드 공명에 미치는 영향력이 더 큰 것으로 나타났다. 결론적으로 본 연구결과는 소셜 미디어에서의 고객-브랜드 관계를 보다 심층적으로 이해할 수 있는 계기를 마련하였다. 특히 소셜 미디어를 이용하여 브랜드 자산의 가치를 향상시키려는 브랜드 관리자에게 보다 현실적인 시사점을 제시하고 있다.
Abstract
Social Media such as Facebook and Tweeter have dramatically changed not only consumers’ daily lives, but the way brand firms exchange information and communicate with their customers. Paying extensive research efforts to the potential effects of brand fan pages(BFP) on customer-brand relationships, prior literature has extensively investigated individual’s BFP adoption, interaction and dynamics among users within a BFP community, and the influence of brand marketing activities on consumer behaviors. However, there is still a lack of empirical research to examine the genuine relationship between BFP use and customer-based brand equity(CBBE) and to explain in the process in which BFP users reach to stage of brand resonance. This study is. thus designed to answer the question of through what processes BFP use influence the critical components in CBBE. In accomplishing the research objectives, the research model and hypotheses based on Keller(2011)’s CBBE pyramid model were proposed and then tested by PLS technique. The results of analyzing a total of 206 responses from a questionnaire survey showed that BFP use is positively related to Brand Awareness. Further, it is also found that both Rational Judgments and Emotional Feelings have a positive impact on Brand Satisfaction and Loyalty. However, the results show that Emotional Feelings have greater impacts on both Brand Satisfaction and Loyalty than Rational Judgments do. In conclusion, it’s believed that this study, by employing CBBE perspective, paves a road to understand in depth the customer-brand relationships in BFP use. Besides, the research results provide concrete insights to brand managers who seek to improve the value of brand equity through social media BFP.
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