open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
Drawing on the theory of emotion, this study examined how the emotional bond had a moderated mediation effect on the relationship among brand attitude, experience on branded apps, and brand loyalty. There are few empirical findings about the moderated mediation of branded app’s experiences and emotional bonds, although literature has shown the mediated effect of brand experiences on the link of attitude and loyalty toward brands. In a survey, 416 undergraduate students who enrolled introductory courses of Psychology at a large Korean University have evaluated the experience of branded apps, emotional attachment with brands, brand attitudes, and loyalty. Result indicated that the proposed hypotheses received support in that the relationship between attitude and loyalty toward brands can be mediated by branded app’s experiences on mobile devices. Results also showed that the moderated mediation effect of emotional bonds was significant on the relationship among brand attitude, app’s experience, and brand loyalty. The findings of this study suggest that marketers should consider the way a customer-brand relationship is strengthen by affective ties or emotional bonds on mobile branded apps. Futhermore, this study provides evidence that mobile branded application can be is a powerful medium for improving brand communication and sustainable long-term relationships with customers.
박정현 (2011). 스마트폰 시대의 모바일 마케팅. 마케팅, 45(1), 33-38.
성영신, 한민경, 박은아 (2004). 브랜드 성격이 브랜드 애착에 미치는 영향. 한국심리학회지: 소비자․광고, 5(3), 15-34.
양병화 (2013). 서비스 충성도와 불평행동에 대한 전환장벽의 매개효과와 성격특질의 조절효과. 한국심리학회지: 소비자․광고, 14(1), 129-153.
양수진 (2012). 新마케팅 채널, 브랜드앱(App)의 성공 비결. 삼성경제연구소 SERI 경영노트, 137, 1-10.
이경렬 (2012). 브랜드 앱에 대한 이용자의 체험이 브랜드성과에 미치는 영향에 관한 연구. 한국심리학회지: 소비자․광고, 13 (4), 467-488.
이성호, 정경식 (2015). 브랜드 체험이 지속적인 브랜드 앱 사용의도에 미치는 영향. 한국콘텐츠학회논문지, 15(5), 455-463.
이지은, 전주언, 윤재영 (2010). 브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향. Asian Marketing Journal, 12(2), 53-81.
이진용 (2003). 브랜드 경험에 대한 개념적 고찰과 실무적 시사점. 소비자학연구, 14(2), 215-242.
Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. New York: Sage.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. New Jersey: Prentice Hall.
Aron, A., Fisher, H., Mashek, D. J., Strong, G., Li, H., & Brown, L. L. (2005). Reward, motivation, and emotion systems associated with early-stage intense romantic love. Journal of Neurophysiology, 94(1), 327-337.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.
Brakus, J. J., Schmitt, B., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
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.
Cova, B., & Cova, V. (2002). Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 36(5/6), 595-620.
Cova, B., & Pace, S. (2006). Brand community of convenience products: New forms of customer empowerment-the case of “My Nutella The Community.” European Journal of Marketing, 40(9/10), 1087-1105.
Dolbec, P. Y., & Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
Dunn, L., & Hoegg, J. (2014). The impact of fear on emotional brand attachment. Journal of Consumer Research, 41(1), 152-168.
Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, 66(6), 711-718.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059.
Gupta, S. (2013). For mobile devices, think apps, not ads. Harvard Business Review, 91(3), 70-75.
Hagtvedt, H., & Patrick, V. M. (2008). Art infusion: The influence of visual art on the perception and evaluation of consumer products. Journal of Marketing Research, 45(3), 379-389.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press.
Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Lam, S. Y., & Shankar, V. (2014). Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28(1), 26-42.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52.
McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9), 1018-1024.
McKenna, T. (2005). The price of loyalty: Creating emotional bonds. National Petroleum News, 97(3). 15.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142.
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Peng, Kuo-Fang, Chen, Yan, & Wen, Kuang-Wei (2014). Brand relationship, consumption values and branded app adoption. Industrial Management & Data Systems, 114(8), 1131- 1143.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy. Boston: Harvard Business School Press.
Rondeau, D. B. (2005). For mobile applications, branding is experience. Communications of the ACM, 48(7), 61-65.
Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185-227.
Qi, J., Li, L., Li, Y., & Shu, H. (2009). An extension of technology acceptance model: Analysis of the adoption of mobile data services in China. Systems Research and Behavioral Science, 26(3), 391-408.
Schmalz, S., & Orth, U. R. (2012). Brand attachment and consumer emotional response to unethical firm behavior. Psychology & Marketing, 29(11), 869-884.
Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, relate to your company and brands. NY: The Free Press.
Schmitt, B. (2003). Experience management: A revolutionary approach to connecting with your customers. NY: Wiley.
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.
Srivastava, M., & Kaul, D. (2014). Social interaction, convenience and customer satisfaction: The mediating effect of customer experience. Journal of Retailing and Consumer Services, 21(6), 1028-1037.
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumer's emotional attachments to brand. Journal of Consumer Psychology, 15(1), 77-91.
Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234.
Zarantonello, L., & Schmitt, B. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255-280.