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혁신제품의 감성편익과 상징편익이 브랜드 충성도에 미치는 상대적 영향

The Relative Importance of Hedonic and Symbolic Benefits on Brand Loyalty toward Innovative Product

유정제
한국소비자학회 (Korean Society Of Consumer Studies)|2014.08|소비자학연구 (Journal of Consumer Studies)|제25권 제4호|pp. 57-80

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참고문헌

키워드

자아일치성Brand Loyalty브랜드 충성도Self-CongruenceEmotional Brand Attachment감성편익상징편익정서적 브랜드 애착Hedonic BenefitSymbolic Benefit
주제분류경제학

초록

소비자들은 기능편익 이외에 감성편익과 상징편익을 고려하여 브랜드를 구매하고 사용한다. 소비자들마다 다른 다양한 편익을 추구하기 때문에 기업은 브랜드의 차별화 요소로써 강력하고 경쟁력이 있는 독특한 브랜드 개성을 제공할 필요가 있다. 탁월한 기능적 가치를 기반으로 한 감성편익과 상징편익은 소비자 충성도에 미치는 영향이 다르며, 브랜드 이미지나 브랜드 자산을 강력하고 독특하게 하여 브랜드 충성도를 강화한다. 본 연구에서는 소비자들이 추구하는 제품편익에 따라 혁신제품에 대한 정서적 애착과 자아일치성, 그리고 브랜드 충성도에 미치는 영향이 어떻게 다른지를 밝혀내는데 있다. 연구결과는 다음과 같다. 첫째, 감성편익과 상징편익이 브랜드 태도에 미치는 영향과 상대적 영향력의 차이와 매개효과를 밝혀냈다. 둘째, 정서적 브랜드 애착에 대한 상대적 영향력은 감성편익이 상징편익보다도 높게 나타났다. 소비자들은 제품사용에서 오는 기쁨, 환희나 즐거움, 그리고 신기한 속성이 주는 편익에 의해서 정서적으로 더 많은 애착이 형성된다. 감성편익의 상대적 중요성으로 신제품개발 시 제품에 제품사용의 즐거움이나 진기한 속성을 추가하거나 포지셔닝할 때 경쟁브랜드와의 차별점으로 활용하는 것이 유용하다. 셋째, 브랜드 충성도에 대한 상대적 영향력은 정서적 브랜드 애착이 자아일치성보다 더 크기 때문에 소비자들과의 지속적인 관계를 유지하는 것이 반복구매와 긍정적인 구전의 효과를 기대할 수 있다. 연구결과 소비자들의 정서적 애착은 기업의 판매증대와 수익실현에 중요한 변수로 작용하는 것으로 나타났다. 끝으로 정서적 브랜드 애착과 자아일치성이 감성편익과 상징편익, 그리고 브랜드 충성도 간의 관계에서 매개작용하는 것으로 나타났다. 편익에 의한 브랜드 콘셉트를 포지셔닝하거나 광고콘셉트를 설계할 때는 상징편익보다는 감성편익, 자아일치성보다는 정서적 브랜드 애착과 연결한다면 브랜드 충성도를 강화할 수 있을 것으로 본다.

Abstract

Consumers purchase not only brands for functional benefits but they also use the brands for hedonic benefits and symbolic benefits. As most consumers pursue a variety of benefits, brands need to differentiate competitive and unique brand personalities. Hedonic benefits and symbolic benefits based on excellent functional value individually strengthen brand images and brand equities and thus affect consumer loyalty. This study set out to investigate the influences of the brand benefits consumers would seek on brand emotional attachment, actual self-congruence and brand loyalty. The results are as follows. First, this research shows the impact of hedonic benefit and symbolic benefits on brand loyalty, relative importance of the benefits, and mediating role. Second, the hedonic benefit is more likely to increase the relative influence of the emotional attachment to the brand than symbolic benefit. When developing new products or adding the new product to novel attributes, it is considering the importance of hedonic benefits that would be able to overwhelm competitive brands. In addition, since brand attachment on brand loyalty outweighs actual self-congruence, ways to maintain an emotional attachment with their consumers may augment repurchase intention and word-of mouth effects. Consumer-based brand attachment may play a vital role in a company's competitiveness to increase sales and improve sales revenue. Finally this study checks whether emotional brand attachment and actual self-congruence mediate relationships between hedonic benefit, symbolic benefit, and brand loyalty. When planning positioning concepts or representation concepts, fitness between emotional and self-congruence is considered very treatable.

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