제휴 인물의 부정적 정보가 제휴 상대 브랜드의 평가에 미치는 영향
The Effect of Negative Information of Alliance Partner on Brand Alliance
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초록
본 연구는 브랜드 제휴에 있어서 제휴 인물의 부정적 정보(무능력 vs. 비도덕)가 제휴 상대 브랜드의 평가(전이효과)에 어떠한 영향을 미치는 지를 파악하고자 진행되었다. 이를 위해 본 연구는 스포츠 스타를 이용하여 실험을 실시하였다. 연구결과, 기업 브랜드와 제휴 인물 간의 일치성 정도가 낮은 경우에는 제휴 인물의 무능력함이 비도덕성에 비해 제휴 상대 브랜드의 부정적인 태도변화에 더욱 큰 영향을 미쳤다. 그렇지만 일치성 정도가 높은 경우에는 제휴 인물의 비도덕성보다는 무능력함이 제휴 상대 브랜드의 부정적인 태도변화에 더욱 큰 영향을 미쳤다.
Abstract
This research examines the effect of alliance partner's negative information(incompetence vs. immorality) on spillover effect of Brand alliance. For this end, experiment were conducted using a sports star model.As a results, alliance partner' incompetence have grater impact than alliance partner' immorality on brand evaluation in case of higher perceived consistency between alliance partner A and B. However, alliance partner' immorality have grater impact than alliance partner' incompetence on brand evaluation in case of lower perceived consistency between alliance partner A and B.
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