지각된 위협의 심각성이 브랜드 노스탤지어 감정과 브랜드 애호도에 미치는 영향
The Impact of Perceived Threat Severity on Brand Nostalgia Feelings and Brand Loyalty
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마케팅 분야에서 노스탤지어는 적극적으로 활용되고 있으며 다양한 연구들이 진행되어져 왔다. 대부분의 노스탤지어 관련 연구들은 주로 긍정적 상황에서 유발된 긍정적 감정을 다루고 있다. 그러나 최근 연구에 따르면 사람들에게 자연적으로 발생하는 노스탤지어는 주로 부정적인 감정과 관련이 있는 것으로 나타나고 있으나, 부정적인 상황에서 경험하게 되는 부정적인 감정과 관련된 노스탤지어 관련 연구들이 매우 제한적이다. 특히, COVID 19 기간 동안 사람들은 사회적 거리두기와 외로움, 사회적 단절 등으로 인해 부정적인 감정을 경험하고, 이에 대응하기 위해 노스탤지어가 활성화될 수 있다. 따라서 본 연구에서는 COVID 19와 같이 소비자가 집단적으로 또는 개별적으로 경험하는 위협적인 사건이 소비자의 브랜드 노스탤지어 감정에 어떠한 영향을 미치는 지를 검증하였다. 또한 소비자의 브랜드 노스탤지어 감정이 소비자와 브랜드 간의 관계를 통해 브랜드 애호도에 미치는 영향을 검증하였다. 연구결과, COVID 위협을 심각하게 경험할수록 소비자는 브랜드 노스탤지어 감정을 강하게 느끼는 것으로 나타났다. 또한, 소비자의 브랜드에 대한 노스탤지어 감정은 자아-브랜드 연결과 브랜드 애착에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 소비자의 자아-브랜드 연결과 브랜드 애착은 브랜드 애호도에 긍정적인 영향을 미치는 것으로 나타났다. 이는 소비자와 브랜드 간의 관계가 강하게 형성될수록 브랜드 애호도가 높아지는 것을 의미한다. 이러한 연구결과는 부정적인 사건을 경험한 상황에서 브랜드 애호도에 대한 노스탤지어의 영향을 이해하고 노스탤지어를 활용한 다양한 마케팅적 시사점을 제공할 수 있을 것으로 판단된다.
Abstract
In the field of marketing, nostalgia is actively utilized, and various studies have been conducted. Most nostalgia-related research primarily focuses on positive emotions induced in positive situations. However, recent studies suggest that naturally occurring nostalgia in individuals is often associated with negative emotions. Nevertheless, research on nostalgia related to negative emotions experienced in negative situations is quite limited. Particularly, during periods like the COVID 19 pandemic, people may experience negative emotions due to social distancing, loneliness, and social isolation, which could activate nostalgia. Therefore, this study aimed to examine how threatening events experienced collectively or individually by consumers, such as COVID 19, influence consumers' brand nostalgia emotions. Additionally, it verified the impact of consumers' brand nostalgia emotions on brand loyalty through consumer-brand relationship. The research findings indicate that as consumers experience COVID threats more seriously, they tend to feel brand nostalgia emotions more strongly. Furthermore, consumers' brand nostalgia emotions had positive effects on self-brand connection and brand attachment. Finally, consumers' self-brand connection and brand attachment had positive impacts on brand loyalty. This Implies that as the relationship between consumers and the brand becomes stronger, brand loyalty increases. These research results are expected to provide insights into the influence of nostalgia on brand loyalty in situations involving negative events and offer various marketing implications utilizing nostalgia.
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