소비자-브랜드 관계와 브랜드성과관련 변수들의역할 및 관계
The Roles and Relationships of Consumer Brand Relationship and Brand Performance-Related Variables
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초록
본 연구는 연구문제 1로 소비자-브랜드 상호의존성, 소비자-브랜드 동일시, 브랜드향수, 브랜드 사랑의 4 개 항목으로 크게 나누어 브랜드 신뢰 및 충성도와 항목의 중복성을 검토하였다. 고유값(eigen-value) 1이상을 기준으로 요인분석을 실시한 결과 예상했던 것과 달리 요인은 6개가 아니라 4개로 분류되었다. 이는 이전 연구에서 제시되었던 브랜드 체험, 소비자-브랜드 관계, 브랜드 사랑 등 매우 정교화된 항목으로 나누어진 변수들이 여러 논문에서 검증되는 과정을 거치다보니 타당성 평가결과 상당히 중복되거나 기존 논문의결과와 다른 항목들이 수렴되는 경우가 많이 존재했듯이 본 연구에서도 비슷한 결과를 보였다. 연구문제 2에서는 브랜드 사랑은 브랜드 충성도 보다 더 달성하기 힘든 개념이라는 것을 결론적으로 제시하였다. 단순한 관계, 즉 브랜드 신뢰→소비자-브랜드 관계를 검증하였던 모형 1은 적합도가 매우 낮게 나타나 새로운 모형을 만들어 검증하였는데 대체로 본 연구는 브랜드 동일시→브랜드 신뢰→브랜드 충성도→브랜드 사랑의 과정으로 구성된 모형이 가장 적합한 모형임을 밝혔다. 무생물인 브랜드를 인간과 같이 사랑한다는 것은 반복적 구매의지를 나타내는 기존의 행동적 충성도 보다 더욱 달성하기 어려운 개념이 될 수도있다는 것이다.
Abstract
This study examine the overlapping concepts among the brand performance variables such as br and trust, consumer-brand relationship, and brand loyalty in study one after divided consumer-bran d relationship into 4 different variables, brand congruity, interdependence, brand nostalgia, brand lov e. Contrary to expectation, conclusion of factor analysis shows that there exist 4 factors based on eigenvalue. The variables such as brand experience, consumer-relationship, and brand love are divi ded into several variables and verified the validity of these concepts. We can easily witness this ki nd of situation because researchers use different scales on same variables Second study suggest brand love is concept that harder to accomplish than brand loyalty. Becau se the several fit indices of first model that indicate the simple relationships among brand trust, co nsumer-brand relationship, and brand loyalty are very low to accept, this study propose 4 different models. Conclusion shows that model 3b(love is placed last) is most acceptable thing. And this me ans love brands like people might be hardest thing to achieve.
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