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소비자의 심리적 욕구충족이 브랜드 사랑에 미치는 영향

The Effect of the Fulfillment of Consumer’s Psychological Needs on Brand Love

이재환|안광호|황필주
한국소비자학회 (Korean Society Of Consumer Studies)|2014.12|소비자학연구 (Journal of Consumer Studies)|제25권 제6호|pp. 25-43

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참고문헌

키워드

자기결정성 이론self-determination theory브랜드사랑자율성욕구관계성욕구brand loveneed for competence유능성욕구fulfillment of consumer's psychological needneed for autonomyneed for relatedness
주제분류경제학

초록

오랜 동안 연구자들은 소비자가 브랜드와 감정적 관계를 형성할 수 있음을 발견하고 소비자-브랜드 관계에 대한 연구를 확장해왔으며, 최근에는 소비자-브랜드 관계 구축의 기반이 되는 브랜드사랑에 주목하고 있다. 브랜드사랑은 특정 브랜드에 만족한 소비자가 갖는 열정적 애착과 브랜드와의 오랜 관계를 통해 형성된 긍정적 감정이 결합된 복합적 감정을 의미한다. 따라서 기업의 브랜드전략이 추구해야 할 주요목표 중 하나는 표적 소비자들이 브랜드사랑을 경험해 높은 브랜드몰입과 브랜드충성도를 형성하는 것이다. 본 연구는 소비자와 감정적 유대관계를 갖는 강력한 브랜드를 만들기 위해 기업은 소비자의 강력한 행동동인인 내재적(심리적) 욕구를 충족시켜야 한다고 보았다. 구체적으로 자기결정성이론을 토대로 소비자의 자율성욕구, 관계성욕구, 유능성욕구의 충족이 브랜드사랑에 미치는 상대적 영향을 살펴보았다. 실증분석 결과에서 자율성욕구와 관계성욕구의 충족이 브랜드사랑을 강화하는 것으로 나타났다. 이에 반해 유능성욕구의 충족은 브랜드사랑에 유의미한 영향을 미치지 못하는 것으로 나타났다.

Abstract

Brand love has become of great interest to researchers and marketers and is considered as an key construct in explaining the process of developing and retaining the relationship between consumer and brand. Brand love is defined as coupled combination of emotions that are passionate attachment which the satisfied consumer has for a particular brand and positive emotions which have been experienced through long-standing relationships with. that brand may be one of important goals of brand strategy for building the brand equity and customer loyalty. This study applies self-determination theory to brand love. Specifically the purpose of this study is to identify the relative influence of the fulfillment of consumer's intrinsic needs(need for autonomy, relatedness, and competence) on brand love. The empirical results suggest that the satisfaction of consumer's need for autonomy and relatedness has the positive relationship with brand love. However, the need for competence doesn't have the significant effect on brand love.

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