본 연구는 브랜드 신뢰를 전문성 차원의 신뢰와 호의성에 기반한 신뢰로 구성되는 다차원적 개념으로 정의하여 브랜드 충성행동과의 관계를 분석하고자 하였다. 소비자-브랜드 관계가 고도화됨에 따라 충성행동은 제품 재구매와 같은 경제적 충성행동 뿐 아니라 긍정적 입소문, 비판에 대한 옹호, 브랜드 발전을 위한 의견 전달과 같은 사회적 충성행동으로 다양화되고 있다. 따라서 본 연구의 첫 번째 목적은 전문성, 호의성 차원의 신뢰와 경제적, 사회적 충성행동의 관계를 파악하는데 있다. 또한 본 연구는 소비자의 시장 환경 지각에 따른 브랜드 태도와 행동의 관계 변화를 살펴보기 위해 제품 시장에서 경쟁하는 브랜드 간 역량 차이에 대한 소비자의 지각이 신뢰와 충성행동의 관계에 미치는 조절효과를 분석하였다. 국내 4대 자동차 브랜드 제품을 소유한 392명의 성인 소비자를 대상으로 한 설문조사 결과 브랜드 전문성, 호의성은 모두 경제적, 사회적 충성행동에 유의미한 영향을 미친다는 것을 알 수 있었다. 나아가 소비자가 브랜드간 역량 차이가 크다고 인지할수록 전문성에 기반한 신뢰가 두 유형의 충성행동에 미치는 영향력이 유의미한 차이를 보이며 커졌으며, 반대로 역량 차이가 미미하다고 인식되는 경우 호의성 기반 신뢰의 경제적, 사회적 충성행동에 대한 영향력이 증대됨을 알 수 있었다. 이러한 발견은 브랜드간 역량 차이가 크게 인지될수록 브랜드 전문성을 강조하고, 반대의 경우 호의적 이미지를 강화하는 유연한 전략으로 고객 신뢰와 충성도를 강화할 수 있다는 시사점을 제공한다.
This study conceptualizes brand trust as a multidimensional variable, that consists of expertise based trust and benevolence based trust, and aims to identify the effects of two dimensions of brand trust on two types of consumers' loyalty behavior; economic (e.g., repurchase) and social (e.g., positive WOM, defense toward critics on the brand) behaviors. Additionally the researcher tried to investigate the moderating effect of consumers' perceived difference in brand competences on the relationships between trust and loyalty behavior. To test the conceptual model, a survey on Korean four automobile brands with a sample of 392 adult customers was conducted. According to the results, both dimensions of trust have significant influences on the economic and social loyalty behaviors And it was found that as a consumer perceives the difference among brands bigger, the influence of expertise based trust on both economic and social loyalty behaviors is significantly increased. On the other hand, as the perceived difference gets smaller the impact of benevolence trust on both types of loyalty behavior becomes stronger significantly. It is expected that marketers, as well as researchers, will be able to elaborate their strategies and studies by understanding underlying mechanism in the relationships between brand trust dimensions and different types of loyalty behavior. Also this study demonstrates that marketers should consider, depending on consumers' perception about competence gap among competing brands, which dimension of brand trust should be emphasized to strengthen customer loyalty.
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