기업이미지와 기업-제품 적합성 및 소비자-기업 동일시가 브랜드 평가에 미치는 영향: 매개효과와 조절효과
Effects of Corporate Image, Company-Product Fit and Consumer-Company Identification on Brand Evaluations: Mediation and Moderation Effects
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초록
이 연구는 기업이미지가 당해 기업 소속 제품브랜드에 대한 소비자 평가에 미치는 영향을 밝히고자 한다. 그 과정에서 주요 설명변수로 기업-제품 적합성과 소비자-기업 동일시를 채택하여 그 영향의 정도와 경로를 분석한다. 관련 분야 연구에 의하면 기업이미지가 기업-제품 적합성을 경유하여 브랜드 신뢰에 영향을 주고, 소비자-기업 동일시를 경유하여 브랜드 감정에 영향을 준다고 한다. 한편, 기업이미지가 브랜드 신뢰와 브랜드 감정에 직접 영향을 미치고, 그 과정에서 기업-제품 적합성과 소비자-기업 동일시는 각기 조절작용을 한다는 보고도 있다. 이 연구는 관련 분야 연구를 통합적으로 분석하는 이론적 틀로서 매개효과모형과 조절효과모형을 제안하고 각기 도출된 가설을 검증하였다. 실증분석 자료는 서베이를 통하여 수집하였고, 대학생 347명이 응답자로 참여하였다. 소비자에게 인지도가 높은 8개 기업과 기업 당 2개씩의 브랜드가 조사 대상으로 사용되었다. 이 연구의 주요 결과는 다음과 같이 요약된다. 첫째, 기업이미지는 브랜드 신뢰와 브랜드 감정에 유의적 영향을 미친다. 둘째, 기업-제품 적합성은 기업이미지와 브랜드 신뢰간의 관계에서 유의적인 조절변수 작용을 한다. 그러나 기업-제품 적합성은 주요인으로서 유의하지 않았고 매개변수로서도 유의하지 않았다. 셋째, 소비자-기업 동일시는 주요인으로서 그리고 매개변수로서 유의적인 것으로 나타났다. 그러나 소비자-기업 동일시는 조절변수로서 유의적인 작용을 하지 않았다. 이 연구 결과가 제시하는 함의를 논의하였고 연구의 한계점과 향후 연구방향을 제시하였다.
Abstract
This research attempts to investigate the effects of a company’s corporate image on consumers' evaluations of product brands. The research examines the fit between a company and its product brands (company-product fit) and consumer-company identification as explanatory variables between the relationships. Literature indicates that corporate image directly influences consumer evaluations of brands affiliated with the company. On the basis of this perspective some studies indicate that company-product fit moderates corporate image’s effect on consumers’brand trust evaluation and consumer-company identification moderates corporate image’s effect on consumers’brand affect evaluation. However, other studies report that corporate image indirectly influences consumer brand evaluations through company-product fit and consumer-company identification. That is, each of company-product fit and consumer-company identification has a mediating role in the relationship. Hypotheses are derived to test the mediating and moderating effects of company-product fit and consumer-company identification. Data for this research were collected from 347 undergraduate students of a large Korean university through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. There are three major findings in this research. First, corporate image influence both perceived brand trust and perceived brand affect. Second, company-product fit has a significant role as a moderator between corporate image and brand trust. However, it does not have a significant effect on brand trust as neither a main factor nor as a mediator. Third, consumer-company identification has a significant role as a mediator as well as a main factor. However, it does not have a significant effect on brand affect as a moderator. Implications of the results and future research directions are discussed.
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