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중국 브랜드의 글로벌성과 현지성이 지각된 브랜드 가치와 브랜드 충성도에 미치는 영향: 세계주의와 과시적 소비성향의 조절효과를 중심으로

Effects of Brand Globalness and Localness of Chinese Brands on Perceived Brand Value: The Moderating Roles of Cosmopolitanism and Conspicuous Consumption Characteristics

조성도|김경은|롱후아타오
한국소비문화학회|2016.10|소비문화연구 (Journal of Consumption Culture)|제19권 제3호|pp. 135-155|DOI 10.17053/jcc.2016.19.3.007

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참고문헌

키워드

브랜드 가치브랜드 충성도과시적 소비성향brand loyaltycosmopolitanism지각된 브랜드 글로벌성brand valuebrand globalness지각된 브랜드 현지성세계주의 성향brand localnessconspicuous consumptions

초록

브랜드 글로벌성은 글로벌 브랜드가 중국과 같은 신흥시장에서 토종 브랜드와 경쟁할 때 소비자 선호를 획득하고 경쟁우위를 확보하는데 중요한 변수로 여겨져 왔다. 상대적으로 현지의 가치, 문화, 규범을 반영하는 브랜드 현지성은 강조되지 못했다. 그런데 최근 중국에서는 중국 브랜드들이 해외로 진출하면서 브랜드 글로벌성이 현지 소비자들의 자부심과 가치를 높이는 요소로 작용하고 있다. 본 연구에서는 이에 대한 시사점을 얻기 위해 중국 브랜드를 대상으로 브랜드 글로벌성과 브랜드 현지성이 브랜드 가치에 미치는 영향과 브랜드 충성도로 이어지는 과정을 실증 분석하였다. 또한 세계주의와 과시적 소비성향의 조절효과를 분석하였다. 실증분석 결과를 보면 중국 브랜드의 브랜드 글로벌성과 브랜드 현지성은 브랜드 가치에 긍정적 영향을 미치고 이어서 브랜드 충성도를 향상시켰다. 그런데 브랜드 현지성이 브랜드 글로벌성에 의해 높아지고 이어서 브랜드 가치에 영향을 미치는 강도가 브랜드 글로벌성이 브랜드 가치에 직접적으로 미치는 강도보다 크게 나타났다. 그리고 세계주의와 과시적 소비성향이 높은 경우에 브랜드 글로벌성의 영향력이 더 크게 나타났다. 이러한 연구결과는 중국 브랜드와 경쟁하는 해외 브랜드들이 브랜드 현지성 강화에 노력하고 소비자들을 보다 세분화하여 접근해야 함을 시사해 준다.

Abstract

In terms of enhancing consumers’ brand evaluations in global markets brand globalness and brand localness are critical factors. However, the influences of these constructs on brand value and brand loyalty have been overlooked. Especially in the Chinese market domestic brands are trying to strength their perceived brand globalness, local pride and value related to local iconness to compete with global brands. In order to draw some theoretical and managerial implications from this situation this study investigates the effects of brand globalness and brand localness of Chinese brands on brand value and the process by which brand value leads to brand loyalty. Furthermore the moderating roles of cosmopolitanism and conspicuous consumption characteristics are empirically analyzed. According to the results Chinese brands’ globalness and localness are positively associated with perceived brand value that subsequently leads to brand loyalty. Also the impact of brand localness on brand value is as strong as brand globalness. Cosmopolitanism and conspicuous characteristics play a significant role in the relationship between brand globalness and brand value. These mean that in the Chinese market marketing managers should approach closely Chinese consumers based upon consumer characteristics and segments.

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