브랜드 사랑, 그 개념적 요인과 합의
Brand Love, Its Conceptual Factors and Agreement
0
조회
0
다운로드
17
인용
0
참고문헌
키워드
초록
Abstract
The consumer-brand relationship is created through interaction with consumers based on brand personality and image, which may involve the transference of human emotion. This addresses the need to approach this relationship by understanding emotional human relationships. This study aims to discover conceptual factors in brand love by approaching them from the aspect of love, the most fundamental human emotion in the consumer-brand relationship. In addition, the study is to seek an agreement with those conceptual factors. Specifically, through a Q-methodology, the study intends to classify the type of brand love, which is based on consumers’ subjectivity about a brand. Brand loyalty is utilized for measuring a consumer-brand relationship, whereas brand love is valued as a strategic tool in brand communication for the consumer-brand relationship. Brand love is somehow differentiated from brand preference, reliability, loyalty, and satisfaction, all of which have explained the consumers’ emotional attitudes toward a brand. Existing concepts may be both a tool and a concept for measuring and diagnosing the consumers’ emotional attitudes toward a brand. Meanwhile, brand love may be used not merely for diagnosing but also for healing the emotional relationship between a consumer and a brand. brand love is a new concept today, in which it is required to pursue a strong and exclusive relationship with consumers amid increasingly fiercer competition among brands and a wider selection of consumers. Consequently, the study discovered that there are four types of brand love. They include <familiar love>, <attractive love>, <delightful love>, and <reliable love>, First, <familiar love> is the consumers’ affection toward a familiar brand just like their old close friends, which is so deeply rooted as a part of their lives. <Attractive love> is the consumers’ affection for a brand that they are infatuated with out of a strong passion for the brand. <Delightful love> is the consumers’ brand love, which is already fixated within consumers out of intimacy with and reliability on the related product. <Reliable love> features affection, which advances into a solid, reliable, fixative relationship. This relationship provokes the consumers’ affectionate emotion from their various experiences over a length of time. This study is to propose communications strategies in compliance with each type of brand love and to reach an agreement with the concept of brand love.
참고문헌 (45)
- 김병재, "소비자-브랜드 관계 형성에의 영향 요인과 관계 성과에 관한 연구", 광고학연구, 16(3), pp.55~81 (2005), 한국광고학회
- 김유경, "소비자-브랜드 관계(Brand Relationship) 유형과 영향요인에 관한실증연구", 광고연구, 54(54), pp.7~32 (2002), 한국방송광고공사
- 김흥규, "문화간 소비행위 연구를 위한 Q방 법론적 접근", 광고연구, (37), pp.173~194 (1997)
- 박성연, "소비자-브랜드 관계가 소 비자 만족과 상표 충성도에 미치는 영향 에 관한 연구", 경영논총, 21(1), pp.23~45 (2003)
- 박찬수, "브랜드 자산의 측정, Marketing Trend Review" (1999), LG애드
- 선우동훈, "Q방법론에 의한 소비자행동 연구", 광고연구, (11), pp.5~27 (1991)
- 성영신, "소비자 행동연구의 경험론적 접근", 광고연구, (3), pp.5~17 (1989)
- 이경렬, "상표개성의 현저성이 상표충성도에 미치는 영향에 관한 연구 : 상표친숙도와 상표호감도의 매개변인을 중심으로", 광고학연구, 14(2), pp.231~252 (2003), 한국광고학회
- 이경미, "브랜드 개성이 소비자-브랜드 관계 의 질적 차원에 미치는 영향에 관한 연구", 석사, pp.1999
- 임종원, "Marketing과 Relationship Merit", 마케팅 연구, 7(1), pp.173~195 (1992)
- 최순화, "소비자의 브랜드 사랑", CEO Information, (542) (2006), 삼성경제연구소
- 최원주, "한중 소비자의 주관성 구조에 관한 비교연구: 자동차 광고에 대한 인식을 중심으로", 한국언론정보학보, 38(여름), pp.147~182 (2007), 한국언론정보학회
- Aaker, D. A., "Building Strong Brands" (1996), The Free Press
- Acker, M., "Intimacy, Passion and Commitment in Adult Romantic Relationships: A Test of the Triangular Theory of Love", Journal of Personality and Social Relationships, 9, pp.21~50 (1992)
- Aagarwal, P., "The Effect of Brand Relationship Norms on Consumer Attitude and Behavior", Journal of Consumer Research, 31(1), pp.87~101 (2004)
- Assael, H., "Consumer Behavior and Marketing Action" (1984), Kent Publishing Company
- Berry, L. L., "Relationship Relating: Transforming Customers into Clients", pp.43~47 (1986), Business Horizon
- Blackston, M., "Observations: Building Brand Equity by Managing the Brands Relationships", Journal of Advertising Research, 32(2), pp.79~83 (1991)
- Blackston, M., "Beyond Brand Personality: Building Brand Relationship, in Brand Equity and Advertising: Advertising Role in Building Strong Brands", pp.113~124 (1993), Erlbaum
- Buchholz, A., "Der Wachstums-Code Fur Siegermarkern" (2000), 생각의 나무
- Calne, D., "Within Reason:Rationality and Human Behavior" (2000), Vintage Books
- Davis, K., "Love Style and Relationship Quality: A Contribution to Validation", Journal of Social and Personal Relationship, 4, pp.409~428 (1987)
- Day, G. S., "A Two Dimensional Concept of Brand Loyalty", Journal of Advertising Research, 9, pp.29~35 (1969)
- Fehr, B., "The Concept of Love Viewed from a Prototype Perspective", Journal of Personality and Social Psychology, 60, pp.425~438 (1991)
- Fournier, S., "Consumers and Their Brands: Developing Relationship", Theory in Consumer Research, 24, pp.343~ (1998), JCR
- Gordon, W., "Out with the News, In with the Old", International Journal of Market Research, 48(1), pp.7~25 (2006)
- Hatfield, E., "Passionate Love: New Directions in Research. in Advances in Personal Relationship, Vol.1", pp.109~139 (1987), JAI Press
- Heath, R., "Brand Relationships: Strengthened by Emotion, Weakened by Attention", Journal of Advertising Research, 46(4), pp.410~419 (2006)
- Hinde, R. A., "A Suggested Structure for a Science of Relationships", Personal Relationships, 2, pp.1~15 (1995)
- Johnson, M. P., "Commitment: A Conceptual Structure and Empirical Application", Socialogical Quarterly, 14, pp.395~406 (1973)
- Lee, J. A., "Colors of Love" (1973), New Press
- Lee, J. A., "Love Style, in The Psychology of Love", pp.38~67 (1988), Yale University Press
- Lund, M., "The Development of Investment and Commitment Scales for Predicting Continuity in Personal Relationship. Journal of Social and Personal Relationships", pp.2~23 (1985)
- McCraken, G., "The Value of Brand: An Anthropological Perspective, in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands" (1993), Erlbaum
- Murstein, B. I., "A Taxonomy of Love, in The Psychology of Love", pp.13~37 (1988), Yale University Press
- Pawle, J., "Measuring Emotion-Lovemarks, The Future Beyond Brands", Journal of Advertising Research, 46(1), pp.38~48 (2006)
- Plummer, J. T., "How Personality Makes a Difference", Journal of Advertising Research, 24, pp.27~31 (1985)
- Revald, Annika, "The Value Concept and Relationship Marketing", European Journal of Marketing, 30(2), pp.19~30 (1996)
- Roberts, K., "Lovemarks: the Future Beyond Brand" (2004), powerHouse Cultural Entertainment, Inc
- Rosenblatt, P. C., "Needed Research on Commitment in Marriage, in Close Relationships: Perspective on the Meaning of Intimacy", pp.73~86 (1977), University of Massachusetts Press
- Rusbult, C. E., "A Longitudinal Test of the Investment Model: The Development of Satisfaction and Commitment in Heterosexual Investment", Journal of Personality and Social Psychology, 45, pp.101~117 (1983)
- Sheth, J., "Relationship Marketing in Consumer Market: Antecedents and Consequences", Journal of Academy of Marketing Science, 23(4), pp.225~271 (1995)
- Stanly, S. M., "Assessing Commitment in Personal Relationship", Journal of Marriage and the Family, 54, pp.595~608 (1992)
- Stephenson, W., "Foundation of Communication Theory", The Psychological Record, 19, pp.65~82 (1969)
- Sternberg, R. J., "Triangulating Love, in The Psychology of Love", pp.119~138 (1986), Yale University Press