브랜드 애착유형과 관계촉진요인 간의 관계에 대한 브랜드 개성의 역할

Abstract

With recent emphasis on consumer's emotional aspect, great importance is being placed on the role of brand attachment in the establishment of long-term relationship between consumer and brand. As a consumer recognizes a brand as a partner interacting with himself, imparting meaning to and keeping a relationship with it, the relationship promotion factors (such as satisfaction, trust and commitment) and brand personality can become the foundation of consumer-brand ties. Therefore, this research examines at what kind of effect the type of consumer's attachment has on the relationship promotion factors such as satisfaction, trust and commitment in the relationship between consumer and brand. It also examines at how the brand personality controls the relationship between the type of consumer's attachment and the relationship promotion factors. The empirical analysis result shows that the type of consumer's attachment has an influence on the brand relationship promotion factors. Consumers with high level of avoidance and anxiety, compared to the ones with lower level of the same, are shown to have lower degree of satisfaction and trust for the brand. Further, consumers with high tendency toward anxiety and avoidance are shown to display high level of satisfaction, trust and commitment for the brand with excitement personality. On the other hand, consumers with low tendency toward anxiety and avoidance are shown to exhibit high level of satisfaction, trust and commitment for the brand with sincerity personality.