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브랜드의 자아개입의 요인과 브랜드 애착 및 긍정행동의도

Roles of Brand Engagement in Self-concept on Brand Attachment and Positive Behavioral Intention

최낙환
한국소비자학회 (Korean Society Of Consumer Studies)|2013.03|소비자학연구 (Journal of Consumer Studies)|제24권 제1호|pp. 251-272

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참고문헌

키워드

브랜드 애착긍정행동의도brand attachment자아표현성브랜드자아개입자아현저성역할ability to express selfbrand engagement in self-conceptduration of positive relationshipintent to buy brandself-salience role
주제분류경제학

초록

이 연구는 특정 브랜드의 자아개입의 원인변수와 결과변수의 식별에 초점을 두고, 브랜드정보의 자아현저성 역할과 브랜드소비의 자아표현성정도가 브랜드를 자아에 개입시키고, 브랜드자아개입이 브랜드 애착을 매개로 긍정행동의도에 미치는 영향을 탐색하며, 브랜드와의 긍정적 관계기간의 지각정도가 브랜드에 더욱 애착하게 하고, 브랜드에대한 긍정행동의도를 촉진할 수 있는가를 이론적으로 고찰하고, 스마트폰 브랜드를 대상으로 실증하였다. 브랜드정보의 자아현저성 역할과 브랜드소비의 자아표현성정도가 브랜드의 자아개입에 긍정적으로 영향을 미치고,또 브랜드정보의 자아현저성 역할이 브랜드 애착을 촉진하지만, 지각된 긍정적 관계기간은 브랜드의 자아개입수준에 영향을 미치지 못하는 것으로 탐색되었다. 브랜드의 자아개입이 긍정행동의도에 직접적인 영향을 미치지 못하고브랜드 애착을 매개로 긍정행동의도에 간접적으로 긍정적 영향을 미치는 것으로 탐색되어, 브랜드가 자아에 개입되어도 브랜드에 대한 열정과 감정이 유발되지 않으면 긍정행동의도가 촉진될 수 없음을 보여주고 있다. 그리고 긍정적 관계기간의 지각정도가 브랜드애착과 긍정행동의도를 직접적으로 촉진하는 것으로 식별되었다

Abstract

Self-concept as a set of self-schemas helps consumers go to the place of making sense ofthemselves in their environment by managing incoming self-related brand information. Sinceself-schemas as knowledge structure vary across the consumers, consumers vary in the extentto which they include a certain brand as part of their self-concept and there could be thedifferences in behaviors toward the brand between them. How brand engagement in selfconcept(BESC) is developed and affects brand attachment and intent to buy the brand have notbeen explored in the past researches. Consumers possess an inherent desire to incorporate others into their self concept. Self can beexpended to include the brand in self concept and could play important core roles in developinga positive affect of becoming oneness with the brand. The more incorporated in self-concept thebrand is, the closer the bond between self and the brand become. Brand attachment which isassociated with feelings of connection, affection, passion with the brand becomes greater overtime as the bond between the self and the brand evolves. Level of BESC which indicates a more comprehensive view of consumers' brand connection isa strength of including brands as a part of the self-concept. High level of attachment to the brand could be realized when consumers view the brand as apart of their selves, and consumers' intent to buy the brand could become greater whenattachment to the brand is strong. In other words, BESC could affect attachment to the brandwhich in turn could affect intent to buy the brand. And where does the BESC come from? BESC could be enriched by accessible memory networkconcerned with the notion that self becomes salient at the time of being exposed to the brandinformation, and by the ability to express self by using the brand. In this study a critical aspect of BESC is the focus on the propensity to include a certainbrand in self-concept. Connection between brand and self-concept is possible when a certainbrand information can play critical roles on activating self-concept in memory. These roles ofbrand information on self salience could provide a stronger BESC since the roles should be thebases of consumers' thoughts and feeling about the brand. Self placed high in the brandrelatedmemory hierarchy becoming more salient provides more meaning to the connectionbetween the self and the brand and may be more likely to lead to BESC. The roles of the brandinformation on self-salience could positively affect BESC. And the extent to which brand usage can serve as an instrument of expressing self developsover time and through experience, and could lead to the place of connecting the brand to self. This could be true because brand's ability to express self helps consumers activate the brand inmemory when they need to represent who they are. On the other hand, duration of positive relationship between brand and consumers involvespositive thoughts and feelings that they have experienced over time. These positive thoughtsand feelings become part of their memory and bases of evaluating the brand. The duration ofthe positive relationship could affect BESC and brand attachment, both of which in turn couldgive positive impacts on the intent to buy the brand. The author selects smart phone brand as experimental object. The results of testing hypothesesare as follows. Firstly, there were indirect affects of BESC via brand attachment on intent to buy the brand. Secondly, self-salience roles of brand and ability to express self affected BESC. And the directimpacts of self-salience roles on brand attachment were exploredThirdly, duration of the positive relationship positively affected both brand attachment andintent to buy the brand, however did not affect the BESC. Even though there was duration ofthe positive relationship between consumer and the brand, BESC did not evolve if self conceptwas not included in the relationship. In sum, BESC was influenced by both self-salience role of brand and brand's ability to expressself, and self-salience role of brand directly gave positive influences on brand attachment. Andbrand attachment played mediating role on the effects of BESC on intent to buy the brand. Andduration of the positive relationship directly gave positive influences on both brand attachmentand intent to buy the brand.

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