본문 바로가기
KERD
논문KCI 등재

실제적 자아일치성과 이상적 자아일치성이 브랜드 충성도에 미치는 영향:브랜드 태도와 정서적 브랜드 애착의 매개효과

The Effects of Actual and Ideal Self-Congruence on Brand Loyalty: The Mediating Role of Brand Attitude and Emotional Brand Attachment

김근배|유순근
한국기업경영학회 (Korean Corporation Management Association)|2012.08|기업경영연구 (Korean Corporation Management Review)|제19권 제4호|pp. 283-303|DOI http://dx.doi.org/

0

조회

0

다운로드

64

인용

0

참고문헌

키워드

자아일치성Brand Loyalty브랜드 태도브랜드 충성도Brand AttitudeEmotional Attachment이상적 자아브랜드 애착실제적 자아Ideal SelfActual SelfSelf-congruence
주제분류경영학

초록

본 연구에서는 자아일치성이 브랜드 충성도에 미치는 영향과 브랜드 태도와 정서적 브랜드 애착의 매개작용, 실제적 자아일치성과 이상적 자아일치성이 브랜드 태도와 정서적 브랜드 애착에 미치는 상대적 중요성, 그리고 기능적 일치성의 수준에 따른 차이를 밝혀냈다. 연구결과 실제적 자아일치성이나 이상적 자아일치성이 브랜드 태도와 정서적 브랜드 애착에 미치는 영향은 강한 긍정적 관계로 나타났다. 자아와 일치하는 브랜드일수록 브랜드 태도와 정서적 브랜드 애착에 미치는 영향은 더 크다. 실제적 자아일치성이나 이상적 자아일치성이 브랜드 충성도에 미치는 영향에서 브랜드 태도는 부분매개로 작용하나, 정서적 브랜드 애착은 완전매개로 작용하는 것으로 나타났다. 자아일치성이 브랜드 태도에 미치는 영향의 상대적 크기는 이상적 자아일치성이 실제적 자아일치성보다 더 크게 나타났으나, 정서적 브랜드 애착에 미치는 영향에서는 통계적으로 유의하지 않은 것으로 나타났다. 실제적 자아일치성과 브랜드 태도 관계에서 기능적 일치성의 조절효과를 검증하기 위하여 다중집단 분석을 실시한 결과 집단 간의 차이가 나타나지 않았다. 본 연구 결과는 표적 소비자의 실제적 또는 이상적 자아개념과 일치하는 브랜드 개성이 브랜드 태도와 정서적 브랜드 애착을 강화하고, 이상적 자아일치성과 브랜드 충성도 간의 관계는 정서적 브랜드 애착이 완전매개로 작용한다는 통찰력을 제공한다

Abstract

During the research into the product concept, there is more emphasis into the ways of improving consumer’s brand loyalty due to self-congruence as the increase of imitation goods limit the success of differentiating the core benefits of the product. A consumer chooses a product based on the relationship between the product’s image and oneself in order to improve and express themselves. Consumers who find an emotional attachment to a brand show favourable attitudes to the brand and result in brand loyalty. Although there has been numerous researches into how multidimensional self-congruence can improve the prediction of consumer purchasing patterns and how brand attitude and emotional brand attachment results in repurchase, there has yet been a model combining the factors listed. This research aims to identify the effect of self-congruence has to brand loyalty, the mediating effect of brand attitude towards the emotional brand attachment, the functional congruity, as well as the relative importance of the actual self-congruence and ideal self-congruence has to brand attitude and the emotional brand attachment. According to the research model there was a strong positive correlation between the actual and ideal self-congruence to brand attitude. As the brand became more self-congruent, this increased its influence on brand attitude and the emotional brand attachment. Consumers were found to favour a brand that either maintains or improves one’s image through self-congruency. In addition, consumers show positive attitudes and emotional attachment to brands whose image can enhance oneself as well as promoting one’s identity through self-esteemed motives. As a result, consumers were found to be more loyal to brands whose image has high self-congruency with the consumer. Despite there only being a partial mediation between brand attitude and the effect of actual self-congruence or the ideal self-congruence toward brand loyalty, there existed a full mediation towards the emotional brand attachment. This is a very important factor in the difference between the emotional brand attachment of a consumer and brand loyalty, and augments the argument that a strategy is needed of finding a brand identity that increases consumers’ emotional attachment to the brand in order to secure and retain customers. Although the relative importance of self-congruence to brand attitude was greater for the ideal than the actual, this was not supported statistically as its effect to emotional brand attachment was not significant. Emotional attachment was seen to be affected by the strength of the bond between product and consumer. As ideal self-congruence has a stronger effect to brand loyalty than actual self-congruence, it is important to factor in the consumer’s ideal self-congruence through product elements or explicit quality cues during the research into the concept or the positioning statement of a symbolic product. In order to identify whether functional congruence modearte the relationship between self-congruence and brand attitude or brand attachment, a multi-group analysis was carried out whereby the result was not statistically significant enough to support the argument. This research concludes that a brand which has a brand personality which matches the consumer’s actual or ideal self-congruence increases the emotional brand attachment, as well as revealing the existence of a full mediation between the ideal self-congruence and brand loyalty driven by the emotional brand attachment. This research does not consider the differences of symbolic, luxury, practicality and distribution channels between products. In addition, demographic, cultural and psychological differences were also not taken into account. It is the writer’s belief that the differences between consumer’s reaction to ideal and actual self-congruence to products with strong symbolic attachments, practicality and product category will give a meaningful result to the direction of the correlation and its strength. By researching the effects of the self-congruity on brand attitude and emtotional brand attachment integratedly, the result of the research is magnified to point out the direction for research into consumer’s behavioral reponses and brand loyalty.

참고문헌 (56)

  1. 김근배, "컨셉크리에이터" (2011), 갤럽
  2. 안광호, "명품브랜드-자아 동일시가 브랜드 애착과 브랜드 몰입에 미치는 영향 - 조절초점의 조절효과 -", 아시아마케팅저널, 10(4), pp.1~33 (2009), 한국마케팅학회
  3. Ajzen, I., "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice-Hall
  4. Fishbein M, "Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes", European Review of Social Psychology, pp.1~33 (2000)
  5. Aron, A, "When Similars Do Not Attract : Tests of a Prediction from the Self-Expansion Model", Personal Relationships, 13, pp.387~396 (2006)
  6. Azevedo, A. M, "Clothing Branding Strategies : Influence of Brand Personality on Advertising Response", Journal of Textile and Apparel Techbnology and Management, 4(3), pp.1~13 (2006)
  7. 이유재, "On the evaluation of structural equation models", Journal of the Academy of Marketing Science 16(1), 16(1), pp.74~94, Springer New York
  8. Bandyopadhyay, S., "Does Attitudinal Loyalty Influence Behavioral Loyalty? A Theoretical and Empirical Study", Journal of Retailing and Consumer, 14(1), pp.35~44 (2007)
  9. Batra, R., "Affective Responses Mediating Acceptance of Advertising", Journal of Consumer Research, 13(2), pp.234~249 (1986)
  10. Boldero, J., "Goals, Standards, and the Self : Reference Values Serving Different Functions", Personality and Social Psychology Review, 6(3), pp.232~241 (2002)
  11. Bowlby, J, "The Making and Breaking of Affectional Bonds" (1979), Tavistock
  12. Bowlby, J., "Loss: Sadness and Depression" (1980), Basic Books
  13. Cooley, C. H, "Human Nature and the Social Order" (1902), Schocken Books
  14. Dick, A. S., "Customer Loyalty : Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
  15. Evanschitzky, H., "An Examination of Moderator Effects : The Four Stage Loyalty Model", Journal of Service Research, 8(4), pp.330~345 (2006)
  16. Fornell, C, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, pp.39~50 (1981)
  17. Fournier, S, "Consumers and Their Brands : Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), pp.343~73 (1998)
  18. Gao, T, "Reducing Buyer Decision-Making Uncertaintyin Organizational Purchasing : Can Supplier Trust, Help?", Journal of Business Research, 58, pp.397~405 (2005)
  19. Gilmore, J., "Authenticity: What Consumers Really Want" (2007), Harvard School Press
  20. Graeff, R, "Collecting and Using Personal Data: Consumers’ Awareness and Concerns", Journal of Consumer Marketing, 19(4), pp.302~18 (2002)
  21. Grisaffe, D. B., "Antecedents of Emotional Attachment toBrands", Journal of Business Research, 64(10), pp.1052~1059 (2011)
  22. Hair, J. F, "Multivariate Data Analysis, 7th ed" (2010), Prentice Hall
  23. Helgeson, J. G, "A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality", International Journal of Market Research, 46(2), pp.205~233 (2004)
  24. Hong, J. W, "Self-Concept and Advertising Effectiveness : The Influence of Congruency, Conspicuousness, and Response Mode", Psychology and Marketing, 12(1), pp.53~77 (1995)
  25. Hung, K, "The Role of Self-and Functional Congruity in Cruising Intentions", Journal of Travel Research, 50(1), pp.100~112 (2011)
  26. Ibrahim, H, "Assessing the Effects of Self-Congruity, Attitudes and Customer Satisfaction on Behavioural Intentions in Retail Environment", Marketing Intelligence and Planning, 26(2), pp.207~27 (2008)
  27. Jamal, A., "Consumers and Brands : A Study of The Impact of Self-Image Congruence on Brand Preference and Satisfaction", Intelligence and Planning, 19(7), pp.482~49 (2001)
  28. Kleijnen, M., "Image Congruence and the Adoptionof Service Innovations", Journal of ServiceResearch, 7(4), pp.343~359 (2005)
  29. Kline, R. B, "Principle and Practice of Structural Equation Modeling" (1998), The Guilford Press
  30. 이동진, "Direct and indirect effects of self-image congruence on brand loyalty", JOURNAL OF BUSINESS RESEARCH, 59, pp.955~964
  31. Lee, D., "Hedonic", Functional Congruity Between Stores and Private Label Brands, 2008, pp.16(3), 219~232
  32. Litvin, S. W., "Self-Image Congruity : A Valid Tourism Theory?", Tourism Management, 23, pp.81~83 (2002)
  33. Low, G. S, "The Measurement and Dimensionality of Brand Associations", Journal of Product and Brand Management, 9, pp.350~368 (2000)
  34. Macintosh, G., "Retail Relationships and Store Loyalty : A Multi-Level Perspective", International Journal of Research in Marketing, 14(5), pp.487~97 (1997)
  35. MacKenzie, S. B, "The Role of Attitude toward theAd as a Mediator of Advertising Effectiveness : A Test of Competing Explanations", Journalof Marketing Research, 23, pp.130~143 (1986)
  36. Malar, L, "Emotional Brand Attachment and Brand Personality : The Relative Importance of the Actual and the Ideal Self", Journal of Marketing, 75(4), pp.35~52 (2011)
  37. Malhotra, N. K, "Self Concept and Product Choice : An Integrated Perspective", Journal of Economic Psychology, 9, pp.1~28 (1988)
  38. Mehta, A, "Using SelfConcept to Assess Advertising Effectiveness", Journal of Advertising Research, 39(1), pp.81~89 (1999)
  39. Mitchell, A. A., "Are Product Attribute Beliefs Only Mediator of Advertising Effects on Brand Attitude", Journal of Marketing Research, 18, pp.318~332 (1981)
  40. Oliver, R., "Whence Consumer Loyalty?", Journal of Marketing, 63, pp.33~34 (1999)
  41. Park, C. W, "Beyond Attitudes : Attachment and ConsumerBehavior", Seoul Journal Business, 12(2), pp.3~35 (2006)
  42. Park, C. W, "Brand Attachment and Brand AttitudeStrength : Conceptual and Empirical Differentiationof Two Critical Brand Equity Drivers", Journal of Marketing, 74, pp.1~17 (2010)
  43. Phau, I, "Brand Personality and Consumer Self-Expression : Single or Dual Carriageway?", Journal of Brand Management, 8, pp.428~44 (2001)
  44. Quester, P, "Product Involvement", Brand Loyalty : Is There a Link?, 2003, pp.12, 22~38
  45. Quester, P, "Self Congruity and Product Evaluation : A Cross Cultural Study", Journal ofConsummer Marketing, 17(6), pp.525~35 (2000)
  46. Suh, J. C, "When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation : The Moderating Role of Product Involvement", Journal of Consumer Psychology, 16(2), pp.145~155 (2006)
  47. Sirgy, J. M, "Self-Concept in Consumer Behavior : A Critical Review", Journal of Consumer Research, 9, pp.287~300 (1982)
  48. Sirgy, J. Mand, "A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Geographic Loyalty, and Socioeconomic Status", Journal of the Academy of Marketing Science, 13(3), pp.265~291 (1985)
  49. Sirgy, J. M, "Self-Congruity : Toward a Theory of Personality and Cybernetics" (1986), Praeger
  50. Sirgy, J. M, "Self-Congruity versus Functional Congruity : Predictors of Consumer Behavior", Journal of the Academy of Marketing Science, 19(7), pp.363~375 (1991)
  51. Sirgy, J. M, "Assessing the Predictive Validity of Two Methods of Measuring Self image Congruence", Journal of the Academy of Marketing Science, 25(3), pp.229~241 (1997)
  52. Sirgy, J. M, "Destination Image, Self-Congruity, and Travel Behavior : Toward an Integrative Model", Journal of Travel Research, 38, pp.340~352 (2000)
  53. Swann, Jr. W. B, "Self-verification: Bringing Social Reality into Harmony with the Self, In Social Psychological Perspectives on the Self", pp.33~66 (1983), Erlbaum
  54. Thompson, C. J, "Emotional Branding and the StrategicValue of the Doppelgänger Brand Image", Journal of Marketing, 70, pp.50~64 (2006)
  55. Thomson, D, "The Ties that Bind : Measuring the Strengthof Consumers’ Attachments to Brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
  56. Tsai, S. P, "Fostering International Brand Loyalty Through Committed and Attached Relationships", International Business Review, 20(5), pp.521~534 (2011)

관련 논문AI추천

브랜드 동일시와 브랜드 애착의 매개적 역할에 대한 연구: 브랜드 개성과 자아이미지 일치성이 브랜드 충성도에 미치는 영향에 관한 모형을 중심으로박성연, 이현주한국소비문화학회 · 소비문화연구2009 · 제12권 제2호자아-브랜드 이미지 일치성과 기능적 일치성이 브랜드사랑과 브랜드태도 및 소비자 반응에 미치는 영향김수형, 이상환, 임태선한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2014 · 제22권 제4호브랜드-자아이미지 일치성 결정요인이 브랜드 충성도에 미치는 영향: 자아 - 동기의 역할을 중심으로권민택, 최낙환한국소비자학회 · 소비자학연구2009 · 제20권 제2호소비자의 자아개념과 기업개성의 동일시가 브랜드 애착 및 충성도에 미치는 영향박귀정, 박소영, 정기한한국기업경영학회 · 기업경영연구2012 · 제19권 제1호브랜드 애호도 구축에 있어서 소비자-브랜드 자아일치성의 역할에 관한 연구김동태, 김용철, 김재일사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2010 · 제8권 제2호브랜드의 자아개입의 요인과 브랜드 애착 및 긍정행동의도최낙환한국소비자학회 · 소비자학연구2013 · 제24권 제1호

이 간행물의 다른 논문 (14건)

An Investigation of the Impact of Two VMI Variants on Supply Chain Performance유정석pp. 1-26공급사슬전략 수립 및 실행이 협력성과에 미치는 영향: 신뢰와 몰입의 조절효과김성홍pp. 27-49온라인 인증마크 유형별 온라인 신뢰 구축 효과의차이에 관한 연구신소현, 김자영, 김상욱, 전광호pp. 51-63선진국과 ASEAN 주식시장간의 전염효과에 대한 연구김경수, 이경희pp. 65-85기업의 부동산 보유와 생존가능성과의 관계에 관한 연구김원희, 강원철pp. 87-100
원문 보기