본 연구에서는 명시적 및 암묵적 브랜드 태도에 영향을 미치는 요인으로 자기-브랜드 연결, 성공 혹은 실패의 브랜드 수행성과, 그리고 자존감을 살펴보았다. 연구는 2(자기-브랜드 연결: 고/저) X 2(수행성과: 성공/실패) X 2(자존감: 고/저)의 삼원 요인설계로 이루어졌다. 연구 결과 명시적 브랜드 태도는 수행성과, 자기-브랜드 연결, 자존감 수준에 따라 유의하게 변화하였지만, 암묵적 브랜드 태도는 성공/실패의 수행성과 조작으로 쉽게 변화하지 않았다. 높은 자기-브랜드 연결의 소비자는 자존감이 높을 때(vs. 자존감이 낮을 때), 부정적인 브랜드 정보에 노출된 후에 명시적 브랜드 평가가 낮아졌다.
This study examines effect of self-brand connection(SBC), brand performance and self-esteem on consumer’s explicit and implicit brand attitudes. The study consisted of a three-way factorial design of 2 (SBC: high/ low) X 2 (brand performance: success / failure) X 2 (self-esteem: high / low). Explicit brand attitude changed significantly according to performance, SBC, and self - esteem level, but implicit brand attitude did not change easily due to one single event. Consumers with high SBC have lowered explicit brand attitude after exposure to negative brand information when their self-esteem is high (vs. low self-esteem).
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