본 연구의 목적은 브랜드의 시장지위와 비교광고유형에 대한 소비자반응을 살펴보는 것이다. 특히, 브랜드의 시장지위(시장도전브랜드 vs. 시장추종브랜드)에 따라 비교광고유형(직접비교광고 vs. 간접비교광고)에 대한 소비자반응 즉 브랜드태도와 구매의도가 차이가 있는지를 살펴보았다. 연구결과, 브랜드의 시장지위도 비교광고유형도 브랜드태도나 구매의도에 대한 주효과는 없는 것으로 나타났지만, 브랜드 시장지위와 비교광고유형 간에 브랜드태도와 구매의도 모두 상호작용효과가 유의하게 나타났다. 시장도전브랜드의 경우 간접비교광고에 의해서, 시장추종브랜드는 직접비교광고에 의해서 더욱 높은 광고 효과를 가져왔다. 이러한 연구결과를 토대로 비교광고와 관련된 실무적 시사점과 연구 한계점, 향후 연구의 방향성에 대해 논의하였다.
The purpose of this study is to examine the consumer responses of the brand's market position and the types of comparative advertising. Specifically, This study examined if there is difference in consumer responses of the types of comparative advertising (direct comparative advertising vs. indirect comparative advertising) by brand's market position(market challenging brand vs. market following brand). The result revealed that the main effects of brand's market position and comparative advertising types were not significant in both brand attitude and purchase intention. But, importantly, there was an interaction effect between brand's market position and the types of comparative advertising on both brand attitudes and purchase intention. Specifically, market challenging brand showed significant higher brand attitude and purchase intention in indirect comparative ads than direct comparative ads. On the other hand, Market following brand showed significant higher brand attitude and purchase intention in direct comparative ads than indirect comparative ads. Based on the results, practical implications are discussed, followed by limitations of the study.
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