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광고, 마케팅, 소비자 연구에서 사용되는 브랜드 이미지 구성개념에 대한 이론적 고찰 및 제언

Conceptual investigation of the image construct in advertising, marketing and consumer research

홍종필
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2008.04|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제9권 제1호|pp. 127-147|DOI 10.21074/kjlcap.2008.9.1.127

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키워드

태도attitude브랜드 이미지brand image이미지 구성개념정교화 수준image constructelaboration level
주제분류심리과학

초록

본 연구는 광고와 마케팅, 소비자 연구 분야에서 보편적이고도 광범위하게 사용되어 온 용어인 브랜드 이미지를 어떻게 개념적으로 정의하고 접근해야 할 것인가에 대한 이론적 고찰을다루었다. 이미지 개념이 일반적으로 사용되는 용어임에도 불구하고 마케팅이나 소비자 연구분야에서 이 구성개념이 무엇을 의미하며, 어떻게 개념화/조작화 되어야 할 것인지에 대해서는 학계의 일관성 있는 합의가 이루어지지 않고 있는 현실이다. 따라서 본 논문에서는 우선광고, 마케팅 소비자 연구에서 브랜드 이미지의 정의가 어떻게 다루어져왔는지에 대한 기존문헌 연구를 중심으로 브랜드 이미지의 정의에 대한 접근방법을 살펴본 후 이러한 접근 방식에 대한 타당성과 개념적 공통점을 발견해보고자 하였다. 아울러 소비자의 정교화 수준을준거로 브랜드 이미지 구성개념을 높은 정교화 수준에서 보다는 낮은 정교화 수준에서의 하나의 브랜드의 상대적 위치에 대한 보다 전체적인 인상으로 정의해야 함을 제시하였다.

Abstract

This article examined inconsistent usage of the term ‘image’ in reference to brand, corporate, and store images and the measurement problems that have prevented theory development. The study first traces the history of the term's ambiguous usage in marketing and advertising research, and presents classification systems for organizing post-1950s definitions into parsimonious groups. Next, it provided an overview of measurement problems related to the lack of nominal and operational definitions. It ended with a summary of where we are now and what needs to be done to advance theory development. One of the recent developments in consumer psychology is the growing emphasis on low-involvement consumer behavior. Under a variety of circumstances, consumers are neither capable nor motivated to elaborate product information. It is assumed that, under these circumstances, they are likely to make use of product or brand images. This concept is frequently referred to in the marketing research literature. However, image is not an unequivocal concept. There is lack of agreement on what constitutes an image, on the possible psychological functions of images, on the conditions under which these psychological functions are addressed, and on how an image should be operationalized. In this article, an attempt is made to propose an conceptualization and operationalization that is based on an integration of the literature. Also, a specification is provided of the psychological functions that images may have under particular marketing communication conditions

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