- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
글로벌 브랜드에서 소비자-브랜드 관계 변수들의 인과관계 및 조절변수들의 효과
Causality of Consumer-Brand Relationship Variables in Global Brand and the Effects of Moderating Variables
김병구 (Dept. of Global Business, Hanshin University)
Abstract
Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.
- keywords
- Consumer-Brand Relationship, Brand Attitude, Brand Attachment, Brand Commitment, Brand Loyalty, Brand Type, Consumer Innovativeness
참고문헌
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extension. Journal of Marketing, 54(1), 27-41.
Aaker D. A. (2000). Brand Leadership, London: Free Press Business/Simon & Schuster.
Ahn, K. H., & Im, M. H (2008). The moderating effect of product type and self-monitoring: The effect of product benefit on brand attachment and brand commitment. Journal of Consumer Studies, 19(1), 169-189.
Ahn, K. H., Jeon, J. E., & Lee, J. E. (2009). The effects of luxury brand-self identification on brand attachment and brand commitment: the moderating role of regulatory focus. Asia Marketing Journal, 10(4), 1-33.
Ahn, K. H., Lee, J. E., & Jeon, J. E. (2009). The path model of brand attitude and brand attachment. The Korean Journal of Advertising, 20(5), 67-89.
Arjun Chaudhuni, & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65, 81-93.
Amine, A. (1998). Consumers’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305-319.
Babin, B. J., Darden, W. R., & Gfiffin, M. (1994). Work And/Or Fun: Measuring Hedonic and Utilitarian Shopping. Journal of Consumer Research, 20(4), 644-656.
Baldinger, A. A., & Rubinsion, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of Advertising Research, 36(6), 22-34.
Baldwin, M. W., Keelan, J. P., Fehr, B., Enns, V., & Koh-Rangarajoo, E. (1996). Social-cognitive conceptualization of attachment working models:Availability and Accessibility effects. Journal of Personality and Social Psychology, 71, 94-109.
Batra, Rajeev, & Ahtola, Olli T. (1991). Measuring the Hedonic and Utilitarian Sources of consumer Attitudes. Marketing Letters, 2(April), 159-170.
Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with Yourself and Losing: Making Decisions with Competing Internal Preferences. The Academy of Management Review, 23(2), 225-241.
Chang, J. H., Park, C. S., & Yoon, K. C. (2014). Hotel Reservation Service, Customer Expectations, Brand Attachment, and Brand Loyalty: Effects of Package Product Reservation. Journal of Distribution Science, 12(12), 27-41.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes:The role brand trust and brand affect. Brand Management, 10(1), 33-58.
Coulter, R. A., Linda, L. P., & Lawrence, F. (2003). Rethinking the Origins of Involvement and Brand Commitment: Insights from Post-socialist Central Europe. Journal of Consumer Research, 30(September), 151-169.
Cho, S. D., & Kim, M. H. (2014). Do Product Types and Brand Personalities Moderate the Relationships Between Brand-Self Congruence and Brand Attachment?. Journal of Korean Marketing Association, 29, 1-21.
Choi, S. H. (2008). Consumers’ Devotion to Brands:Focusing on Affectional and Behavioral Devotion. Korean Journal of Psychology: General, 9(1), 45-67.
Day, G. S. (1969). Two dimensional concept of brand loyalty. Journal of Advertising Research, 2(3), 29-36.
Engel, J., & Roger, B. (1982). Consumer Behavior (2nd ed.). Chicago, IL: Dryden Press.
Farnce, L., Schmitt, B. H., & Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31(May). 263-270.
Geyskens, G., Steenkamp, I., Jan-Benedict, E. M., Scheer, L. K., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: A trans-Atlantic study. International Journal of Research in Marketing, 13(4), 303-317.
Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring Consumer Innovativeness. Journal of the Academy of Marketing Science, 19(3), 209.
Gustafsson, A., Johnson, M. D., & Ross, I. (2005). The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention. Journal of Marketing, 69(4), 210-218.
Haugtvedt, C. P., & Petty, R. E. (1992). Personality and persuasion: need for cognition moderates the persistence and resistance of attitude changes. Journal of Personality and Social Psychology, 62, 308-319.
Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, 7(3), 283-295.
Holak, S. L., & Lehmann, D. R. (1990). Purchase Intentions and the Dimensions of Innovation: An Exploratory Model. Journal of Product Innovation Management, 7(1), 59-73.
Holmes, J. G. (2000). Social relationships: the nature and function of relational schemas. European Journal of Social Psychology, 30(4), 447-495.
Howard, A. D. (1994). A detachment-limited model of drain age basin evolution. Journal of Marketing Research, 30(2), 2261-2285.
Jacoby, J., (1971). A Model of Multi-brand Loyalty. Journal of Advertising Research, 11(1), 35-40.
Kahn, B. E., & Meyer, R. J. (1991). Consumer Multi-atttribute judgements under Attribute-Weight Uncertainty. Journal of Consumer Research, 17(March), 508-522.
Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of Marketing, 621(1), 48-57.
Kim, E. H., Kim E. H., & Kim, M. J. (2011). Relationship among Brand Value Propositions, Brand Attitude and Brand Attachment considering Consumer Involvement. East Asian Journal of Business Management, 1(1), 13-20.
Kim, G. B., & Kim, B. G. (2016). Relationship among Brand Value Propositions, Brand Attitude and Brand Attachment considering Consumer Involvement. Journal of Distribution Science, 14(2), 103-111.
Kim, H. R., Lee, M. K., & Kim, N. M. (2005). Determinants and Consequences of the Brand Attachment. Journal of Consumer Studies, 16(3), 45-65.
Kim, P. J., Kim, M. S., Kim, W. K., Mehyaoui, O., & Youn, M. K. (2014). Effects on the Consumer Buying Behavior of an Agricultural Brand in South Korea, Journal of Industrial Distribution & Business, 5(2), 21-28.
Knda Ziva, Sinclair, L., & Griffin, D. (1997). Equal Ratings but Separate Meanings: Stereotypes and the Construal of Traits. Journal of Personality and Social Psychology, 72(April), 720-734.
Low, G. S., & Lamb, C. J. (2000). The measurement and dimension ability of brand associations. Journal of product and Brand Management, 9(6), 350-370.
Midgley, D. F., & Dowling, G. R. (1978). Innovativeness:The Concept and Its Measurement. Journal of Consumer Research, 4(4), 229-242.
Miller, R. S. (1997). Attentive and contented: relationship commitment and attention to alternatives. Journal of Personality and Social Psychology, 73(4), 758-766.
Mittal, B. (1989). Must Consumer Involvement Always Imply More Information Search?. Advanced in Consumer Research, 16, 167-172.
Neff, J. (1999). P&G and Unilever's giant headaches. Advertising Age, 70, 22-28.
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(Special Issue), 33-43.
Parasuraman, A. (2000). Technology Readiness Index (TRI):A Multiple-Item Scale to Measure Readiness to Embrace New Technologies. Journal of Service Research, 2(4), 307.
Park, C. W., & MacInnis, D. J. (2006). What’s in and what’s out: questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.
Park, C. W., Milberg, S., & Prester, J. (2006). Beyond Attitude: Attachment and Consumer Behavior. Seoul Journal of Business, 12(2), 3-35.
Rogers, E. (1962). Diffusion of innovations, New York: McMillan.
Shocker, A. D., Srivastava, R. K., & Rueckert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(May), 149-58.
Thomson. M., MacInnis, D. J., & Park, C. W. (2005). The ties that bine: measuring the strength of consumers'emotional attachment to brands. Journal of Advertising Research, 21, 51-56.
Tucker, W. T. (1964). The Development of Brand Loyalty. Journal of Marketing Research, 1(3), 32-35.
Verhoef, P. C., Phillps, H. F., & Hoekstra, J. C. (2002). The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter?. Journal of Academy of Marketing Science, 30(3). 202-216.
Weiss, J. A., & Dale, B. C. (1998). Diffusing Against Mature Technology: Issues and Strategy. Industrial Marketing Management, 27(4), 293-304.
Yi, Y. J., & Lee, J. Y. (2004). Relationships among Brand Identification, Brand Affect, and Brand Loyalty: -Utilitarian Products vs. Hedonic Products. Advertising Research, 65, 101-125.
Yip, G. S. (1995). Total global strategy: Managing for worldwide competitive advantage. Englewood Cliffs, NJ: Prentice Hall.
Yoo, J. J. (2014). The Relative Importance of Hedonic and Symbolic Benefits on Brand Loyalty toward Innovative Product. Journal of consumer studies, 25(4), 57-80.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수