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브랜드 리네이밍 전략에 대한 소비자 반응 차이

A Study on Consumer Response Difference toward Brand Renaming Strategy

이은영|주경희
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2019.12|상품학연구 (Journal of Product Research)|제37권 제6호|pp. 143-152|DOI 10.36345/kacst.2019.37.6.016

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참고문헌

키워드

brand브랜드리브랜딩brand name브랜드명rebrandingschema incongruity theorybrand managementneed for closure인지적 종결욕구브랜드 관리renaming종결욕구리네이밍불일치수준스키마불일치이론incongruity level
주제분류경영학

초록

브랜드 리네이밍이란 기업이 브랜드 관리 차원에서 보편적으로 활용하는 전략 중 하나로, 기존 브랜드 명을 새롭게 변경하는 활동을 의미한다. 본 연구는 기존 브랜드명을 어떻게 변경하는지, 즉 기존 브랜드명과 신규브랜드명 간의 불일치 수준(모순 수준)이 소비자 반응에 미치는 효과 차이를 보고자 한다. 체계적인 실험 방법론을 이용하여, 소비자의 개인적 특성인 인지적 종결욕구를 새롭게 제안하여, 종결욕구가 리네이밍의 불일치 수준이 브랜드 태도에 미치는 효과를 조절함을 밝혔다. 구체적으로 분석결과, 종결욕구가 낮은 사람들은 기존 브랜드 명과 신규브랜드명 간의 불일치 수준이 ‘불일치’ 조건인 경우, ‘일치’ 조건보다 더 호의적인 브랜드 태도를 보였다. 이에 비해 종결욕구가 높은 사람들은 기존 브랜드 명과 신규브랜드명 간의 불일치 수준이 ‘일치’ 조건인 경우, ‘불일치’ 조건보다 더 긍정적인 브랜드 태도를 보였다. 본 연구는 소비자의 종결욕구가 리네이밍 시 기존 브랜드명과 신규브랜드명 간의 불일치 수준과 신규브랜드 태도 간 관계에서 조절적 역할을 함을 보임으로써, 브랜드 리네이밍 전략 관련 연구의 범위를 확장시켰다는 점에서 학문적 의의를 가진다. 또한 브랜드 관리 매니저에게 브랜드 리네이밍 전략이 보다 더 효과적이기 위해서는 브랜드의 목표 고객의 인지적 개인 특성을 파악하여 적합한 전략을 구상하는 것이 보다 더 중요하다는 실무적 시사점을 제공한다.

Abstract

This current study explores the effect of brand renaming strategy according to individual characteristics such as need for closure. We examine hypotheses using experiment. This research predicts that the impact of incongruity level in brand renaming strategy will be moderated by consumers' need for closure. Specifically, we predicts that people with low need for closure will show a better brand attitude toward extremely incongruent re-named new brand rather than congruent re-named new brand while people with high need for closure will show a better brand attitude toward congruent re-named new brand rather than extremely incongruent re-named new brand. This current study offers brand managers important managerial implications. First of all, executing brand renaming strategy in the process of brand management can be a good strategy to get good brand images and better brand attitude from target customers. Next, considering the limited resources, corporate brand managers need to focus on people with the low cognitive need for closure for effective brand renaming execution.

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