경험마케팅과 브랜드 충성도의 관계: 국내 식음료 브랜드의 오프라인 광고 캠페인 사례를 중심으로
The Relationship between Experience Marketing and Brand Loyalty: The Mediating Role of Campaign Satisfaction
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초록
경험마케팅은 제품과 서비스를 쉽게 복제할 수 있는 경쟁 시장에서 기업이 브랜드를 차별화하고 경쟁우위에 서기 위한 강력한 대안이 될 수 있다. 본 연구는 국내 식음료 브랜드의 오프라인 광고 캠페인 참가자 224명을 대상으로 경험마케팅과 브랜드 충성도의 관계에서 캠페인 만족도가 미치는 영향에 대해서 살펴보았다. 우선, 경험마케팅의 감각적, 감성적, 행동적, 지적 경험이 광고 캠페인의 만족도에 어떠한 영향을 미치는지 알아보았고, 이어서 경험마케팅과 브랜드 충성도의 관계에서 만족도의 매개효과를 대해 확인하였다. 마지막으로, 광고 캠페인 참가 전 경험에 대한 기대와 참가 후 성과의 일치 여부에 의한 만족도 차이를 살펴보았다. 구조방정식 모델을 사용하여 검증한 결과, 감정적, 행동적 경험에 대한 사전 기대와 광고 캠페인에 참여한 후 보고된 감각적, 감정적, 지적 경험이 광고 캠페인에 대한 만족도에 긍정적인 영향을 주었으며, 만족도는 다시 브랜드 충성도에 긍정적인 영향을 미친 것으로 나타났다. Process macro를 활용한 매개효과 검증 결과, 사전 감정, 행동적 경험에 대한 기대, 그리고 사후 감각적, 감정적, 지적 경험이 브랜드 충성도에 정(+)의 영향을 미칠 때 만족도에 의한 매개효과가 확인되었다. 일원분산분석(one-way ANOVA)를 통한 추가 분석에서 부분적으로 경험에 대한 기대와 성과가 일치할 때, 더 높은 만족도가 보고되면서 기대-일치 효과가 일부 확인되었다. 이러한 결과를 바탕으로 소비자에게 다채로운 브랜드 경험을 제공하는 경험마케팅 연구와 관련하여 이론적 시사점과 실무적 시사점을 제안하였다.
Abstract
Experience marketing can be a powerful alternative for companies to differentiate their brands and gain competitive advantage in a market where products and services can easily be replicated. This study examines the impact of campaign satisfaction on the relationship between experience marketing and brand loyalty among 224 participants in offline advertising campaigns of Korean food and beverage brand. First, we explored how sensory, emotional, behavioral, and intellectual experiences of experience marketing influence campaign satisfaction. Then, we confirmed the mediating effect of satisfaction on the relationship between experience marketing and brand loyalty. Finally, we examined differences in satisfaction based on the difference between pre-campaign expectations and post-campaign experiences satisfaction. The results of the verification using a structural equation model revealed that expectations for affective and behavioral experience have a positive effect on satisfaction. And sensory, affective, and intellectual experience reported after participating in advertising campaigns also have a positive effect on satisfaction. Through the PROCESS macro, the mediating effect of satisfaction in the relationship between experience and brand loyalty was confirmed. Based on these results, theoretical and practical implications were proposed in relation to experience marketing research that provides consumers with a variety of brand experiences.
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