.png){kind=logo}
ISSN : 1229-8778
Although there have been many previous studies related to brand alliances, research on alliances with human brands and product brands is lacking. Therefore, it is necessary to study the factors influencing the success of the alliance between the human brand and the product brand. The purpose of this study is to investigate the effect of alliance fit between two brands on consumer attitude toward the co-brand in strategic alliance between human brand and product brand. Another purpose of this study is to examine the moderating effect of self-congruity toward human brand and product brand on consumer attitude toward co-brand. Lastly, we examined interaction effect of alliance fit and self-congruity. We used regression, simple slope analysis, and spotlight analysis to test hypotheses. The results showed that the alliance fit between human brand and product brand did not significantly affect the consumers’ attitude toward co-brand. However, the self-congruity toward the human brand and the self-congruity toward the product brand have a positive effect on the consumers’ attitude toward the co-brand. Also, the results showed that the three-way interaction effect (alliance fit x self-congruity of the human brand x self-congruity of the product brand) was significant. In the case of high fit of alliance, the higher the self-congruity of the human brand regardless of the self-congruity of the product brand, the more positive the co-brand attitude is. However, in the case of low fit of alliance, the higher the self-congruity of the product brand, the more positive the co-brand attitude was. And the self-congruity of the human brand affects consumers’ attitude toward co-brand only when the self-congruity of the product brand is low. Based on these results, this paper pointed out the theoretical and practical implications of human brand and product brand.
김봉철, 안주아, 최양호 (2007). 소비자의 개인적 성격 특성과 휴먼브랜드 애착 및 충성도와의 관계: 빅파이브(Big Five)성격모형을 중심으로. 광고연구, 겨울호, 173-195.
김정구, 류주연, 성희승 (2002). 브랜드개성이 구전과 브랜드 애호도에 미치는 영향: 사회적 일체감 이론의 적용. 마케팅연구, 13(1), 25-43.
김정구, 전미나, 김미예, 한정수 (2010). 휴먼 브랜드에 대한 강한 애착의 선행 요인과 삶의 만족에 미치는 영향, 소비자학연구, 21(4), 241-275.
김정현, 유은아 (2016). 브랜드 자산관리. 커뮤니케이션북스. 2016년 개정판.
김현경, 이문규 (2003). 브랜드 제휴의 유형에 따른 소비자 평가. 경영학연구, 32(3), 875- 905.
동아일보 (2008. 05. 26). 명품 백도 스타를 좋아해.
박재진, 김은진, 김유미, 이상엽 (2008). 유명 연예인과 제품과의 관련 형태에 따른 구매의도 효과 차이. 언론과학연구, 8(2), 177-206.
박주영, 최인혁, 장경숙 (2001). 브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구. 마케팅저널, 3(2), 92-114.
박흥수, 권계은, 강성호 (2008). 기업의 마케팅 제휴가 기업의 수익성에 미치는 영향에 관한 연구: 제휴의 강도와 기업 간 경쟁 정도의 상호작용 효과를 중심으로. 2008년도 한국경영학회 통합학술대회 논문집.
심성욱 (2004). 브랜드 확장에서의 광고효과: 모 제품과 학장제품간의 연결성 연구. 광고학연구, 15(5), 131-151.
아주경제 (2016. 10. 25). 애플워치2 나이키플러스 28일 국내시장 출시.
안광호, 이재환 (2010). 소비자 욕구충족성과 스타 속성이 스타브랜드 애착과 후원브랜드에 대한 소비자반응에 미치는 영향. ASIA MARKETING JOURNAL, 12(1), 51-79.
안광호, 이지은, 전주언 (2009). 명품브랜드-자아 동일시가 브랜드 애착과 브랜드 몰입에 미치는 영향: 조절초점의 조절효과. 한국마케팅저널, 10(4), 1-33.
안은정, 이형탁 (2014). 휴먼브랜드 애착의 영향요인과 결과. 마케팅연구, 29(3), 119-146.
이문규, 김현경 (2002). 온라인 공동마케팅에 대한 소비자 평가: 정보처리이론적 관점. 소비자학연구, 13(3), 215-244.
이유재, 라선아 (2002). 브랜드 퍼스낼리티-브랜드동일시-브랜드자산 모형: 이용자와 비이용자간 차이에 대한 탐색적 연구. 마케팅연구, 17(3), 1-33.
이학식, 임지훈 (2004). 브랜드 카리스마 형성요인, 그리고 효과: 상징적/기능적 관여도의 조정적 작용. 마케팅연구, 19(3), 137- 177.
이화연, 문철주 (2008). 부적합 브랜드 확장 시 광고유형이 소비자 평가에 미치는 효과:부적합 확장의 수준과 자아일치성을 중심으로. 광고학연구, 19(2), 127-151.
임병훈, 안광호, 주영욱 (2003). 브랜드선택에 있어 브랜드 퍼스낼리티와 제품속성의 상대적 중요도에 관한 실증적 연구. 마케팅연구, 18(4), 1-21.
전성률, 허종호 (2006). 확장제품군내 지배적 경쟁브랜드가 소비자의 확장제품 평가에 미치는 영향. 마케팅연구, 21(4), 1-22.
조선비즈 (2017. 06. 05). [럭셔리 인사이트] ‘명품 위의 명품’ 에르메스, 기다림의 미학 마다 않는 부자들의 로망.
파이낸셜뉴스 (2016. 08. 28). 에잇세컨즈 지드래곤 라인 ‘히트다 히트’.
한경비즈니스 (2017. 01. 09). 불황, 초연결 시대엔 ‘콜라보’로 돌파하라.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. Sage.
Belch, G. E., & Landon Jr, E. L. (1977). Discriminant validity of a product-anchored self-concept measure. Journal of Marketing Research, 14(May), 252-256.
Bhatacharya, C., & Sen, S. (2003). Consumer -company identification: A framework for understanding consumer's relationship with companies. Journal of Marketing, 67(April), 76- 88.
Boon, S. D., & Lomore, C. D. (2001). Admirer‐celebrity relationships among young adults. Human Communication Research, 27(3), 432-465.
Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.
Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(May), 229-242.
Fedorikhin, A., Park, C. W., & Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
Grubb, E. L., & Hupp, G. (1968). Perception of self, generalized stereotypes, and brand selection. Journal of Marketing Research, 5(1), 58-63.
Hawkins, D., Best, R., & Coney, K. (1992). Consumer behavior: Implications for marketing strategy. Illionis: Richard D. Irwin. In: Inc.
Higgins, E. T. (1987). Self-discrepancy: a theory relating self and affect. Psychological Review, 94(3), 319-340.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420.
Ilicic, J., & Webster, C. M. (2013). Celebrity co-branding partners as irrelevant brand information in advertisements. Journal of Business Research, 66(7), 941-947.
James, D. O., Lyman, M., & Foreman, S. K. (2006). Does the tail wag the dog? Brand personality in brand alliance evaluation. Journal of Product & Brand Management, 15(3), 173-183.
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690-703.
Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. New Jersey.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(February), 35-50.
Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335.
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.
Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & Marketing, 24(5), 421-444.
Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(January-August), 117-124.
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.
Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67(7), 1552-1558.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Monga, A. B., & Lau-Gesk, L. (2007). Blending cobrand personalities: An examination of the complex self. Journal of Marketing Research, 44(3), 389-400.
Moon, Y. (2000). Intimate exchanges: Using computers to elicit self-disclosure from consumers. Journal of Consumer Research, 26(March), 323-339.
Musante, M. D. (2000). The impact of brand alliances on brand image and favorability perceptions. Doctoral dissertation, University of Massachusetts at Amherst.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(September), 185-193.
Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(Fall), 87-97.
Rosch, E., & Mervis, C. B. (1975). Family resemblances: Studies in the internal structure of categories. Cognitive Psychology, 7(4), 573-605.
Rosenberg, M. (1979). Conceiving the self. Basic, New York.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(December), 287-300.
Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
Sujan, M. (1985). Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1), 31-46.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70(July), 104-119.
Van der Lans, R., Van den Bergh, B., & Dieleman, E. (2014). Partner selection in brand alliances: An empirical investigation of the drivers of brand fit. Marketing science, 33(4), 551-566.
Voss, K. E., & Tansuhaj, P. (1999). A consumer perspective on foreign market entry: building brands through brand alliances. Journal of International Consumer Marketing, 11(2), 39-58.
Wang, S. J., Hsu, C. P., Huang, H. C., & Chen, C. L. (2015). How readers’ perceived self-congruity and functional congruity affect bloggers’ informational influence: Perceived interactivity as a moderator. Online Information Review, 39(4), 537-555.