제품유형에 따른 브랜드 체험과 브랜드 충성도 간의 관계 연구
Causal Relationship Between Brand Experience and Brand Loyalty by the Types of Products
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본 연구는 Brakus et al. (2009)이 개발한 네 가지 브랜드 체험 (sensory, affective, intellectual, behavioral experience)을 측정 척도로 사용하여 브랜드에 대한 세부 체험 유형이 브랜드 자산인 브랜드개성과 브랜드애착 및 브랜드 충성도에 미치는 인과 관계를 고찰하고자 하였다. 본 연구의 목적을 위한 제품군 선정은 브랜드 체험이 유발되는 제품 중 소비자들에게 익숙하고 보편적으로 많이 사용하는 제품군 중에서 실용적인 제품군으로 휴대폰을, 쾌락적인 제품군으로 커피전문점을 선정하였다. 총 800부의 설문지를 배포하여 766부가 최종 분석에 사용되었으며 연구모형과 연구가설의 검증을 위해 AMOS 프로그램을 사용하여 구조방정식 모형분석을 실시하였다. 연구 분석 결과 브랜드에 대한 네 가지 세부 체험 유형이 브랜드 자산인 브랜드 개성과 애착 및 충성도에 미치는 영향에 관한 대부분의 연구 가설이 통계적으로 유의하게 나타나 연구 모형을 채택할 수 있었다. 본 연구에서 브랜드 체험과 충성도와의 관계에서 선행연구에서 소홀히 다루어진 브랜드 자산인 브랜드 개성과 애착의 매개 효과 및 제품유형에 따른 조절효과를 검증하였다는 점에서 학문적 의의를 찾을 수 있다. 본 연구의 결과로 마케터들이 브랜드 체험 시 소비자들이 어떠한 체험요소에 의해 브랜드 충성이 유발되는지 이해할 수 있어 마케팅 전략 개발에 중요한 요소로 작용할 수 있다는 점에서 실무적인 의의를 갖는다.
Abstract
Consumers tend to choose products based on their experiences as well as on functional benefits of the products. Because of this trend, both marketing scholars and industry people have been very interested in brand experience, and emphasize the importance of consumer experience in developing marketing strategies of products and services. Nevertheless, not many researches on behavioral results of brand experience and which sub dimensions of experiences affect on brand equity and brand loyalty have not been carried out. Even the researches which dealt with brand experience, they had some limitations in that they have not measured brand experience with systematic scales. In this study, the authors investigated the causal relationship between brand experiences, brand equity and brand loyalty; brand experiences were measured by the scale which Brakus et al.(2009) developed and of which reliability and validity were proved. The authors hypothesized that brand equity including brand personality and brand attachment makes mediating roles in the relationship between brand experience and brand loyalty. Researchers also hypothesized that different product types would make a moderating role in the relationship between brand experience and brand loyalty. 766 questionnaires were distributed to a sample group of people from in their 20's to 30's. The data were analyzed with structural equation model using AMOS 18.0 program. The results of this study are summarized as follows. Brand experiences affected on brand personality, brand attachment, and brand loyalty, and the strength of influence was vary according to the sub dimensions of brand experience. Brand personality and brand attachment which researchers set up as brand equity elements affected to brand loyalty both directly and/or indirectly. As a result, the mediating roles of them were supported, which previous researches have rarely dealt with. The relationship between brand experience, brand equity, and brand loyalty differed whether the products are functional one or hedonic one. These results implies that products type makes moderating role in the relationship between brand experience, brand equity, and brand loyalty. Academic and managerial implications are discussed and the limitation of this study and the future research directions are suggested.
참고문헌 (17)
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