The Impact of Brand Experience on Brand Transgression Effect
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
Purpose: It is important for consumers to have brand experience in marketing, because such experience affects the quality of consumer-brand relationship positively. As a company builds a long-term relationship, it is inevitable for brand crises to occur. In this research, we examine which brand experiences affect brand relationship quality in the case of brand crises. Further, this study aims to investigate the brand experience effect on deterioration of brand trust and brand commitment when brand crises arise. We also examine whether the degree of brand relationship quality deterioration affects brand loyalty degeneration. Design/methodology/approach: We collected 174 samples from universities throughout South Korea. We used structural equation modeling, which is a multivariate statistical technique for structural theory. Moreover, we adopted the measurement scales from previous researches. Results/findings: As a result, only affective and intellectual brand experience affect the degree of brand trust deterioration. Brand trust deterioration also influences brand loyalty deterioration positively. On the other hand, brand experience does not show a relationship with brand commitment deterioration contrary to the hypotheses. Furthermore, brand commitment deterioration does not influence brand loyalty deterioration. Research implications/limitations: Through this research, we found that brand experience only affects brand trust, whereas brand commitment and loyalty are influenced by brand trust. Based on the results, this study presents the research implications, limitations and future research directions. Future work/research: Future study should deal with more extensive variables related to the dimensions of brand experience. Originality/value: This study attempted to extend our understanding of brand experience and consumer-brand relationship quality.
Abstract
Purpose: It is important for consumers to have brand experience in marketing, because such experience affects the quality of consumer-brand relationship positively. As a company builds a long-term relationship, it is inevitable for brand crises to occur. In this research, we examine which brand experiences affect brand relationship quality in the case of brand crises. Further, this study aims to investigate the brand experience effect on deterioration of brand trust and brand commitment when brand crises arise. We also examine whether the degree of brand relationship quality deterioration affects brand loyalty degeneration. Design/methodology/approach: We collected 174 samples from universities throughout South Korea. We used structural equation modeling, which is a multivariate statistical technique for structural theory. Moreover, we adopted the measurement scales from previous researches. Results/findings: As a result, only affective and intellectual brand experience affect the degree of brand trust deterioration. Brand trust deterioration also influences brand loyalty deterioration positively. On the other hand, brand experience does not show a relationship with brand commitment deterioration contrary to the hypotheses. Furthermore, brand commitment deterioration does not influence brand loyalty deterioration. Research implications/limitations: Through this research, we found that brand experience only affects brand trust, whereas brand commitment and loyalty are influenced by brand trust. Based on the results, this study presents the research implications, limitations and future research directions. Future work/research: Future study should deal with more extensive variables related to the dimensions of brand experience. Originality/value: This study attempted to extend our understanding of brand experience and consumer-brand relationship quality.
참고문헌 (46)
- Aaker, David A., "Managing Brand Equity: Capitalizing on the Value of a Brand Name" (1991), The Free Press
- Aaker, Jennifer L., "Dimension of Brand Personality", Journal of Marketing Research, 34, pp.347~356 (1997)
- Aaker, Jennifer, "When good brands do bad", Journal of Consumer Research, 31(1), pp.1~16 (2004)
- Alloza, A., "Brand Engagement and Brand Experience at BBVA, The Transformation of a 150 Years Old Company", Corporation Reputation Review, 11(4), pp.371~381 (2008)
- Altman, Irwin, "Social Penetration: The Development of Interpersonal Relationships" (1973), Holt, Rinehart and Winston
- Ambler, T., "Relating Brand and Customer Perspectives on Marketing Management", Journal of Service Research, 5(1), pp.13~25 (2002)
- Anderson, Eugene W., "The Antecedents and Consequences of Customer Satisfaction for Firms", Marketing Science, 12(2), pp.125~143 (1993)
- Ballester, Delgado Elena, "Brand Trust in the Context of Consumer Loyalty", European Journal of Marketing, 35(11, pp.12) (2001), 1238~1258
- Biel, Alexander L., "Brand Equity and Advertising", pp.67~82 (1993), Lawrence Erlbaum Associates
- Birch, J., "New factors in crises planning and response", Public Relations Quarterly, 39, pp.31~34 (1994)
- Brakus, J. Josko, "Brand Experience : What Is It? How Is It Measured? Does It Affect Loyalty?", Journal of Marketing, 73, pp.52~68 (2009)
- Brakus, J. Josko, "Handbook on Brand and Experience Management" (2008), Edward Elgar
- Buysse, Ann, "Dealing with Relational Conflict : A Picture in Milliseconds", Journal of Social and Personal Relationships, 17(4), pp.574~597 (2000)
- Carroll, Barbara A., "Some Antecedents and Outcomes of Brand Love", Marketing Letters, 17(2), pp.79~89 (2006)
- Chaudhuri, Arjun, "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance : The Role of Brand Loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
- Coombs, W. T., "Understanding Consumers' Perceptions of Competitive Tiers can Perceived Risk Help?", Journal of Marketing Management, 4(3), pp.288~299 (1999)
- Dawar, Niraj, "Impact of Product-Harm crises on Brand Equity : The Moderating Role of Consumer Expectations", Journal of Marketing Research, 37(2), pp.215~226 (2000)
- Dorsch, Michael J., "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers", Journal of the Academy of Marketing Science, 26(2), pp.128~142 (1998)
- Fink, S., "Crisis management: Planning for the inecitable" (1986), Authors Guild Edition
- Fournier, Susan, "Consumers and Their Brands : Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24, pp.343~373 (1998)
- Gorn, Gerald J., "Effects of Color as an Executional Cue in Advertising : They are in Shade", Management Science, 43(10), pp.1387~1400 (1997)
- Gregoire, Y., "When Customer Love Turns into Lasting Hate : The Effect of Relationship Strength and Time on Customer Revenge and Avoidance", Journal of Marketing, 73, pp.18~32 (2009)
- 하홍열, "온라인 브랜드 개성의 진화모형: 종단연구", 상품학연구, 30(3), pp.115~127 (2012), 한국상품학회
- Hennig-Thurau, T., "The Impact of Customer Satisfaction and Relationship Quality on Consumer Retention : A Critical Reassessment and Model Development", Psychology and Marketing, 14(8), pp.737~764 (1997)
- Holbrook, Morris B., "The Millennial Consumer in the Texts of Our Times : Experience and Entertainment", Journal of Macromarketing, 20(2), pp.178~192 (2000)
- Keller, Kevin L., "Conceptualizing, Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, 57, pp.1~22 (1993)
- Mandel, Naomi, "When Web Pages Influence Choices : Effects of Visual Primes on Experts and Novices", Journal of Consumer Research, 29, pp.235~245 (2002)
- Metts, Sandra, "Relational Transgressions in the Dark Side of Interpersonal Communications" (1994), Lawrence Erlbaum
- Mitroff I., "Effective Crisis Management", The Academy of Management Executive, 1(3), pp.283~292 (1987)
- Mittal, Vikas, "Satisfaction, Repurchase Intent and Repurchase Behavior : Investigating the Moderating Effect of Customer Characteristics", Journal of Marketing Research, 38(1), pp.131~142 (2001)
- Natalia, Y., "Media Amplification of a brand crises and its affect on brand trust", Journal of Marketing Management, 27(5), pp.530~546 (2011)
- Nunally, Jum C., "Pshychometric Theory" (1967), McGraw-Hill
- Palmatier, Robert W., "Factors Influencing the Effectiveness of Relationship Marketing : A Meta-Analysis", Journal of Marketing, 70(4), pp.136~153 (2006)
- Patterson, B., "Crises impact on reputation management", Public Relations Journal, 49, pp.47~48 (1993)
- Pham, Michel, "The Logic of Feelings", Journal of Consumer Psychology, 14(4), pp.360~369 (2004)
- Pi, Wan Ping, "Effects of Promotion on Relationship Quality and Customer Loyalty in the Airline Industry : The Relationship Marketing Approach", African Journal of Business Management, 5(11), pp.4403~4414 (2011)
- Pine, Joseph B., "The Experience Economy: Work Is Theatre and Every Business a Stage" (1999), Harvard Business School Press
- Regester, M., "Risk issues and crisis management: A casebook of best practice" (2005), Chartered Institute of Public Relations(CIPR)
- Rusbult, Caryl E., "Accommodation Processes in Close Relationships : Theory and Preliminary Empirical Evidence", Journal of Personality and Social Psychology, 60(1), pp.53~78 (1991)
- Sahin, Azize, "The Effect of Brand Experience and Service Qualtiy on Repurchase Intention : The Role of Brand Relationship Quality", African Journal of Business Management, 6(45), pp.11190~11201 (2012)
- Schmitt, Bernd H., "Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands" (1999), The Free Press
- Skard, S., "Brand and Customer experience in service organizations: Literature Review and Brand Experience Construct Validation" (2011), SNF
- Thomson, Matthew, "The Ties That Bind : Measuring the Strength of Consumers' Emotional Attachments to Brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
- Xie, D.D.H., "The Effects of Brand Relationship Quality on Hotel Consumer's Responses to Service Failure", International Journal of Business Research, 10(4), pp.120~125 (2009)
- Zarantenello, Lia, "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior", Journal of Brand Management, 17(7), pp.532~540 (2010)
- Zarantenello, Lia, "Development of the Brand Experience Scale", Advances in Consumer Research, 34, pp.580~582 (2007)