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브랜드 경험의 척도개발과 브랜드 애착 및 로열티에 미치는 영향

Effects on Brand Attachment and Loyalty and Scale Development for Brand Experience

서문식|조상리
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.11|상품학연구 (Journal of Product Research)|제29권 제6호|pp. 85-98|DOI 10.36345/kacst.2011.29.6.009

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참고문헌

키워드

척도개발scale development브랜드 경험brand loyalty브랜드 애착brand attachmentbrand experience브랜드 로열티
주제분류경영학

초록

경험은 감정을 발생시키고 감정은 사회문화적 영향을 받기 때문에(조긍호 1997; Lutz 1988) 개인이 실존하는 상황 안에서 이해되어야 한다(Thompson, Locander and Pollio 1989). 따라서 본 연구는 국내 소비자가 사용하는 브랜드를 통해 척도를 개발하고 이를 통한 마케팅 시사점을 제시하고자 한다. 본 연구의 시사점은 다음과 같다. 첫째, 국내 소비자는 국외 소비자와 다르게 감정과 관계를 분리해서 인식하고 있었다. 둘째, 브랜드 경험은 4개의 차원을 가지고 있고 특정 제품이 하나의 경험만을 가지는 것은 아님을 확인하였다. 셋째, 브랜드 경험의 하위차원으로 관계적 차원, 감각적 차원, 감정적 차원, 행동/인지적 차원이 추출되었는데 그 중에서도 상대적으로 감정적 차원의 추정치가 높게 나타났다. 이는 무엇보다도 감정적 소구를 통한 브랜드 경험 제공이 더 효과적일 수 있음을 의미하는 것으로 소비자가 브랜드 탐색이나 소비 시 마케터가 즐거움, 행복함, 사랑스러움 등의 긍정적 감정을 발생시킬 수 있는 커뮤니케이션 요소를 제시한다면 타겟층 으로부터 브랜드 애착 및 로열티까지를 확보할 수 있을 것이라 기대한다. 넷째, 브랜드 경험이 중요한 주제임에도 아직 연구가 진행되지 않은 단계에서 브랜드 경험의 척도를 개발함으로써 관련 연구의 기반을 마련했다고 볼 수 있다. 특히 본 연구에서 개발된 척도는 국내 소비자를 대상으로 측정한 것이기 때문에 국내 소비자의 경험을 더 잘 반영한 척도라고 볼 수 있어 실무에서의 유용성은 증가할 것이라고 기대한다.

Abstract

Experience is the most important factor of new strategy in marketing. Because sensory and emotional intangibility evoked by experience affect more than tangibility of product or service to consumers(Zaltman 2003). So, to provide brand experience is one of important assignments to marketers. But, researches for brand experience have been studied not much. The most principle reason is that the scale to assess brand experience does not exist. Therefore, the purpose of this study is to define the concept of brand experience and develop a scale to assess brand experience. The results are like these. First, brand experience is sensations, feeling, cognitions and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Literature mentioned five dimensions for brand experience. But, the dimensions were different between foreign consumers and korean consumers. In this study, brand experience included relational, sensory, emotional, intellectual/behavioral, but in foreign study, there were sensory, affective/relational, intellectual, and behavioral. Second, the scale included 11 items and were reliable, valid, and distinct from other brand constructs. Third, brand experience affected brand attachment and brand loyalty directly and indirectly. From the results of this study, the following implications can be drawn. First, dimensions for brand experience are different between foreign and korean consumers. Korean consumers perceive intellectual and behavioral as one dimension, but foreign consumers perceive relational and emotional as one dimension. It means marketer should approach differently them. Marketing for korean consumers should use various events or loyalty program to provide relationship with them. On the other hand, marketing for foreign consumers stimulates positive or friendly emotion in every brand encounter using brand design, identity, or communication. Second, mentioned strategies for positioning in literature consider one dimension using attributes and benefits of product, but, this study found brand experience had four dimensions. So, marketers are able to consider multi approach. In providing multi and complicated experience, consumers perceive the unique experience and value of product or service well. Third, emotional dimension of relational, sensory, emotional, intellectual/behavioral dimensions is the highest. It means emotional appeal has the most effect on brand experience. Lastly, this study provides a grounded frame work for future research although brand experience which has been limited is important issue today. Particularly, this study used korean sample and it means results from this study explain better korean consumer's perception. It expects useful implications for managers.

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