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브랜드 신뢰도가 글로벌 브랜드 및 국내 브랜드의 소비자 평가에 미치는 영향: 한국과 미국 소비자의 실용적, 쾌락적 제품에 대한 인식을 중심으로

Drivers of Brand Credibility in Consumer Evaluation of Global Brands and Domestic Brands : Comparison of U.S. and Korean Consumers for Hedonic and Utilitarian Products

김보경|강한솔|김보영
한국전략마케팅학회 (Korean Strategic Marketing Association)|2022.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제30권 제4호|pp. 1-26

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참고문헌

키워드

브랜드 진정성Brand Authenticity인지된 브랜드 글로벌성지역 아이콘성브랜드 신뢰도Perceived Brand GlobalnessLocal IconnessBrand Credibility

초록

장기적인 COVID-19로 인해 소비자들의 소비 패턴과 행동이 변화하고 있으며 불확실한 상황 속에서 브랜드 신뢰도의 중요성은 점차 증가하고 있다. 본 연구에서는 글로벌 브랜드와 국내 브랜드의 신뢰도가 소비자 구매의도에 미치는 영향을 중점적으로 분석하였다. COVID-19 이후 라이프 스타일 변화를 잘 반영하는 쾌락적 제품과 실용적 제품으로 맥주와 가구를 각각 선정하였고 한국과 미국 소비자들을 대상으로 인지된 브랜드 글로벌성, 인지된 지역 아이콘성, 브랜드 진정성과 브랜드 신뢰도와의 관계를 분석하였다. 분석결과 브랜드 신뢰도는 구매의도에 정(+)의 영향을 미치며 브랜드의 인지된 글로벌성, 지역 아이콘성, 진정성이 구매의도에 영향을 미치는 데에 유의미한 매개 역할을 하는 것으로 나타났다. 다중집단분석(Multi-group Analysis)을 통해 글로벌 브랜드와 국내 브랜드, 한국소비자와 미국소비자, 맥주와 가구 집단 간 결과의 차이를 분석한 결과 인지된 브랜드 글로벌성이 브랜드 신뢰도에 미치는 영향에서 글로벌 브랜드와 국내 브랜드 간의 유의미한 차이가 나타났으며 브랜드 진정성, 브랜드 신뢰도, 구매의도 간의 관계에서 맥주와 가구간의 유의미한 차이가 나타났다. 본 연구는 미국과 한국 소비자를 대상으로 글로벌 브랜드와 국내 브랜드 선택 시 브랜드 신뢰도의 역할을 심층적으로 분석하였으며 각 집단 간의 차이를 도출하여 기존 연구를 확장하였다는 점에서 이론적, 실무적 의의가 있다.

Abstract

Consumers' consumption patterns and behaviors are changing due to the long-term COVID-19, and the importance of brand credibility is growing in an uncertain environment. In this study, the effect of the global and domestic brand’s credibility on consumer purchase intention was analyzed. Beer was selected as a hedonic product and furniture was selected as a utilitarian product that well reflect the lifestyle change after COVID-19, respectively. This study also examined perceived brand globalness, perceived local iconness, and brand authenticity of two distinct consumer groups (Korea & USA) and investigated their relationships with brand credibility. It was found that brand credibility has a positive direct effect on purchase intention and significantly mediated perceived brand globalness, perceived local iconness and brand authenticity to purchase intention. Throughout multi-group analysis, the differences between global brand and domestic brand, Korean consumers and American consumers, and beer and furniture were analyzed. This study has its importance as it extensively analyzes global and domestic brand’s role of credibility in two distinct markets and expands previous studies by discovering differences in brand origins and product categories.

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