브랜드 슬로건의 언어유형이 구매의도에 미치는 영향: 심리적 거리감의 매개효과를 중심으로
The Influence of Language Difference of Brand Slogan on Purchase Intention: The Mediating Role of Psychological Distance
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국제화 시대에 기업은 다양한 국가의 소비자들을 대상으로 마케팅 활동을 수행하고 있다. 다국적 소비자와의 소 통을 위해 기업은 브랜드 슬로건에 외국어를 많이 사용하고 있다. 본 연구의 목적은 브랜드 슬로건에 사용되는 언 어유형(자국어 vs. 외국어) 별 적합한 광고소구 유형(이성적 vs. 감성적)이 무엇인지를 확인하는 것이다. 본 연구 는 브랜드 슬로건에 사용되는 언어유형과 광고소구 유형 간 상호작용 효과를 검증하고, 심리적 거리감의 매개효과 를 확인하기 위해 실험을 진행하였다. 또한 본 연구는 추가적인 연구를 통하여 브랜드 슬로건에 사용된 외국어의 난이도에 따른 구매의도 차이에 대한 분석 역시 진행하였다. 분석결과, 브랜드 슬로건에 사용된 언어유형과 광고의 소구유형이 상호작용하여 소비자 구매의도에 영향을 미칠 수 있음을 밝혔다. 즉, 자국어 대비 외국어로 표현된 브랜드 슬로건은 소비자의 심리적 거리감을 증가시키고, 이는 감성적 소구보다 이성적 소구의 광고 효과에 더 큰 영향을 미치는 것을 확인하였다. 또한 브랜드 슬로건으로 외국 어가 사용될 때, 사용되는 외국어의 처리유창성 정도에 따라 소비자의 반응이 다르게 나타남을 알 수 있었다. 즉, 처리 유창성이 낮은 고수준의 외국어가 적용되는 경우 소비자의 심리적 거리감은 더 커지며, 결과적으로 이성적 광 고의 효과가 강해지는 것으로 나타났다. 그리고 이러한 결과를 토대로 기존 자국어 대비 외국어가 사용된 브랜드 슬로건을 광고에 적용할 때 실질적인 기업 광고의 효과를 증대시키기 위한 커뮤니케이션 방법에 대한 시사점을 도 출하였다.
Abstract
In the era of globalization, companies are conducting marketing activities for consumers in various countries. So companies usually use foreign languages in brand slogans to communicate with multinational consumers. The purpose of this study is to identify the consumer's response to the language type(native vs. foreign language) used in the brand slogan and to find the appropriate ad message appeal(rational vs. emotional appeal) by language type. This study conducted an experiment to verify the interaction effects between the type of language used in the brand slogan and the type of advertising appeal, and to confirm the mediation effects of psychological distance. The study also conducted a further experiment to analyze the differences in purchase intention according to the difficulty of the foreign language used in the brand slogan. The analysis revealed that the language type used in the brand slogan and the appeal type of advertising have interaction effect on consumers’ purchase intention. In concrete, brand slogans in a foreign language increase the psychological distance of a consumer, which leads to rational judgment rather than emotional response to given information, which in turn may have a more positive effect on advertising of rational appeal. And this research found the degree of processing fluency of the foreign language also has an impact on consumers’ purchase intention. Specifically, it was found that the high-level foreign language with lower processing fluency increases psychological distance and the impact of the appeal of rational advertising on consumers’ purchase intention is increased. Based on these results, we suggested implications for marketing communication to increase the effectiveness of corporate advertising when applying foreign languages in brand slogans.
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