노스텔지어 브랜드 포지셔닝 전략이 브랜드 자산에 미치는 영향에 대한 성별 조절효과
The Moderating Effect of Gender on the Impact of Nostalgia Brand Positioning Strategies on Brand Equity
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초록
노스텔지어는 지나간 시절에 대한 향수나 그리움을 의미하는 것으로 마케팅 분야에서 브랜드 자산가치 증대 등 기업의 긍정적인 성과를 창출하는 중요한 도구로 간주되고 있다. 그러나 노스텔지어의 긍정적인 효과가 어떻게 발생하는지에 대한 포괄적인 연구는 부족하다. 따라서 본 연구에서는 소비자의 노스텔지어를 유발시키는 브랜드 포지셔닝 전략이 소비자와 브랜드 관계와 브랜드 자산에 미치는 영향을 살펴보고 성별에 따라 이러한 관계가 어떻게 달라질 수 있는지를 검증하였다. 연구결과, 노스텔지어를 유발하는 브랜드 포지셔닝은 브랜드에 대한 감정적 애착을 강화시키며, 자아-브랜드 연결을 형성하고, 브랜드에 대한 진정성을 강화시키는 것으로 나타났다. 또한 소비자-브랜드 관계(감정적 애착, 자아-브랜드 연결, 브랜드 진정성)는 브랜드 자산에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 노스텔지어 브랜드 포지셔닝이 소비자 관계(감정적 애착, 브랜드 진정성)에 미치는 영향은 성별에 의해 조절효과가 확인되었다. 이러한 차이는 남성이 주로 현재와 미래에 집중하는 반면, 여성은 과거를 회상하고 감정을 더 강하게 느끼는 경향이 있어, 노스텔지어 브랜드 포지셔닝이 여성에게 감정적 애착과 브랜드 진정성의 핵심 동인으로 작용할 수 있다. 이러한 연구결과는 소비자와 브랜드 간의 관계가 형성되는데 있어 노스텔지어의 영향을 이해하고 노스텔지어를 활용한 다양한 마케팅적 시사점을 제공하는 데 기여할 수 있을 것으로 판단된다.
Abstract
Nostalgia refers to a longing or yearning for past times and is considered an important tool in the marketing field for creating positive outcomes for companies, such as enhancing brand equity. However, comprehensive research on how these positive effects of nostalgia occur is insufficient. Therefore, this study aims to examine the impact of brand positioning strategies that evoke consumer nostalgia on the consumer-brand relationship and brand equity, and to verify how this relationship could differ by gender. The results show that nostalgic brand positioning strengthens emotional attachment to the brand, fosters self-brand connection, and enhances brand authenticity. Additionally, consumer-brand relationships (emotional attachment, self-brand connection, and brand authenticity) positively affect brand equity. Lastly, the study found that the influence of nostalgic brand positioning on consumer relationships (emotional attachment and brand authenticity) is moderated by gender. This difference can be attributed to the tendency of men to focus more on the present and future, while women are more likely to reflect on the past and experience stronger emotions, making nostalgic brand positioning a key driver of emotional attachment and brand authenticity for female consumers. These findings contribute to a better understanding of the role of nostalgia in shaping consumer-brand relationships and provide various marketing implications for leveraging nostalgia in brand strategies.
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