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디지털 시대 브랜드 옹호의 선행요인에 대한 연구

A Study on the Antecedents of Brand Advocacy in the Digital Age

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주제분류경영학

초록

브랜드 옹호는 인터넷, 모바일 등이 발달한 디지털 시대에 새로운 고객을 확보하거나 기존 고객 유지에 효과적인 것으로 알려져 있다. 본 연구는 브랜드 옹호를 이끌어내기 위한 메커니즘을 밝혀내기 위해 서비스 지배 논리의 가치공동창조, 관계마케팅의 브랜드 만족도, 매개변수로서의 브랜드 동일시를 결합하여 브랜드 옹호에 미치는 영향을 조사하였으며, 이와 더불어 브랜드 옹호가 소비자의 브랜드에 대한 긍정적인 관계 형성의 결과물이라는 점을 고려하여 브랜드 진정성을 연구모델에 통합하여 실증연구를 수행하였다. 그 결과 가치공동창조가 브랜드 만족도를 거쳐 브랜드 옹호에 긍정적인 영향을 미치고, 브랜드 동일시가 브랜드 만족도의 브랜드 옹호에 대한 관계에 부분매개 효과를 보였다. 브랜드 진정성 역시 브랜드 옹호에 긍정적인 영향을 미치는 것이 입증되었으며, 전체적인 연구모델의 예측력이 양호한 것으로 나타났다. 이는 기업이 고객과 진정성 있는 상호작용을 함으로써 긍정적인 관계를 형성할 수 있고 이를 통해 소비자의 브랜드 옹호를 이끌어낼 수 있으며, 고객과의 상호작용을 통해 개인별 맞춤형 서비스를 하는 것이 중요하다는 것을 시사한다. 이러한 연구 결과는 기업이 디지털 트랜스 포메이션을 추진함에 있어 AI가 분석한 패턴에 주로 의존함으로써 자칫 놓치기 쉬운 고객과의 진정성 있는 상호작용이 무엇보다도 중요함을 일깨워준다.

Abstract

Brand advocacy is known to be effective in recruiting new customers or retaining extant customers in the digital age when the internet and mobile devices are developed. This study investigated the effect on brand advocacy by combining value co-creation of service dominant logic, brand satisfaction of relationship marketing, and brand identification as a mediating variable to develop the mechanism for drawing brand advocacy. In addition, considering that brand advocacy is the result of forming a positive relationship with the brand of consumers, an empirical study was conducted by integrating brand authenticity into the research model. As a result, value co-creation had a positive effect on brand advocacy through brand satisfaction, and brand identification had a partial mediating effect on the relationship between brand satisfaction and brand advocacy. Brand authenticity was also proven to have a positive effect on brand advocacy, and the predictive power of the overall research model was found to be good. This suggests that companies can build positive relationships by authentic interactions with customers, which can lead to consumer brand advocacy, and that it is important to provide personalized services through interaction with customers. These findings of this study remind companies that authentic interactions with customers, which are likely to be missed, are of utmost importance as they rely mainly on the patterns analyzed by AI in pursuing digital transformation.

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