.png){kind=logo}
ISSN : 1229-8778
This study focuses on consumers' brand devotion, which presents the ultimate stage of consumer-brand relationships. The researcher aimed to investigate the antecedents of brand devotion, such as consumers' knowledge, perceived quality, and self-expressiveness of the brand, and their influences on the affectional and behavioral brand devotion. It was found that consumers' knowledge level about a brand has effects on his/her rational and emotional values on the brand, which sequentially influence affectional devotion, and hence behavioral devotion to the brand. It is expected that the findings of the research contribute to develop theories on brand loyalty and consumer-brand relationship, and to provide valuable implications to brand managers.
김나민 ; 김승주 ; 이문규, (2007) 소비자-브랜드 관계품질 차원들의 상대적 중요도: 제품 유형 차이를 중심으로, 마케팅관리연구
김재일 ; 권영서 ; 서준용, (2004) 소비자-브랜드 관계와 브랜드 충성도에 관한 정성적 연구, 아시아마케팅저널
김해룡 ; 이문규 ; 김나민, (2005) 브랜드 애착의 결정변수와 결과변수, 소비자학연구
박배진 ; 김시월, (2006) 한·일 대학생 소비자의 소비가치, 브랜드동일시와 소비자-브랜드 관계 연구: 유명브랜드를 중심으로, 소비자학연구
박은아 ; 성영신 ; 김태형 ; 강정석, (2004) 소비자-브랜드 관계가 확장된 브랜드 평가에 미치는 영향, 소비자학연구
성영신, (2002) 광고에 대한 감정의 유 형화: 유발된 감정과 느낀 감정, 광고학 연구
여운승 ; 오명열, (2004) 브랜드자산과 그 구성요소들간의 관계에 대한 연구, 마케팅연구
이유재 ; 라선아, (2002) 브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형:이용자와 비이용자간 차이에 대한 탐색적 연구, 마케팅연구
이유재, (2001) 서비스 애호도와 의사 애호도가 재구매 의도에 미치는 영향에 관한 연구, 소비자학연구
이학식, (1997) 지각된 서비스품질의 결정과 정: 판단이론적 시각, 경영학연구
한은경 ; 유재하, (2003) 브랜드 자산평가를 위한 감성 및 관계척도 개발에 관한 연구, 광고학연구
Aaker, J, (2004) When Good Brands Do Bad, Journal of Consumer Research
Aaker,D.A, (1992) The Value of Brand Equity, Journal of Business Strategy(July/Aug.)
Allen, C. T, (1992) A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience, Journal of Consumer Research
Anderson, J. C, (1988) Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin
Ball, A. D, (1992) The Role and Measurement of Attachment in Consumer Behavior, Journal of Consumer Psychology
Belk, R.l W, (1989) The Sacred and the Profane in Consumer Behavior: Theocracy on the Odyssey, Journal of Consumer Research
Blackston,M, (1993) Beyond Brand Personality: Building Brand Relationship in Brand Equity and Advertising; Advertising Role in Building String Brand, Hillsdale: NJ Erlbaum
Burke, M, (1989) The Impact of Feelings on Ad-based Affect and Cognition, Journal of Marketing Research
Carr,S.D, (1996) The Cult of Brand Personality, Marketing News
Chaudhuri, A, (2001) The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing
Cohen, J. B, (1991) Affect and Consumer Behavior in Handbook of Consumer Behavior, NJ: Prentice-Hall
Dick, A. S, (1994) Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of Academy of Marketing Science
Edell, J. A, (1987) The Power of Feelings in Understand Advertising Effect, Journal of Consumer Research 14(December)
Fornell, C, (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research
Fournier,S, (1998) Consumer and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research
Fournier, S, (1997) Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationship, International, Journal of Research in Marketing
Gundlach, G. T, (1995) The Structure of Commitment in Exchange, Journal of Marketing
Hair, J. F. Jr, (2006) Multivariate Data Analysis with Readings, 6th ed, New York: Macmillam Publishing Company
Hinde,R.A, (1995) A Suggested Structure for a Science of Relationships, Personal Relationships
Holbrook, M. B, (1987) Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising, Journal of Consumer Research
Howard, J. A, (1969) The Theory of Buyer Behavior, New York: John Wiely & Sons Inc
Hunt, K. A, (1999) A Conceptual Approach to Classifying Sports Fans, Journal of Services Marketing
Jacoby, J, (1978) Brand Loyalty, New York: John Wiley & Sons
Kassarjian,H.H, (1971) Personality and Consumer Behavior: A Review, Journal of Marketing Research 8(November)
Keller,K.L, (2002) Strategic Brand Management: Building, Measuring and Managing Brand Equity, NJ: Prentice Hall
Keller,K.L, (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing
Kelloway,E.K, (1998) Using Lisrel for Structural Equation Modeling: A Researcher's Guide, NJ: Sage Publications, Inc
Kim, H. K, (2005) Developing a Scale for Measuring Brand Relationship Quality, Asia Pacific Advances in Consumer Research
Kleine, S. S, (1995) How is a Possession Me or Not Me? Characterizing Types and an Antecedent of Material Possession Attachment, Journal of Consumer Research
Kozinets,R.V, (2001) Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of, Journal of Consumer Research
McCracken,G, (1986) Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, Journal of Consumer Research
Oliver,R.L, (1999) Whence Consumer Loyalty?, Journal of Marketing
Oliver,R.L, (1993) Cognitive, Affective, and Attribute Bases of the Satisfaction Response, Journal of Consumer Research
Pessemier,E.A, (1959) A New Way to Determine Buying Decision, Journal of Marketing
Pimentel, R. W, (2004) A Model for Consumer Devotion: Affective Committment with Proactive Sustaining Behaviors, Academy of Marketing Science Review
Reichheld,F.F, (1996) Learning From Customer Defections, Harvard Business Review, March-April
Richins,M.L, (1997) Measuring Emotions in the Consumption Experience, Journal of Consumer Research
Sirgy,J, (1982) Self-Concept in Consumer Behavior: A Critical Review, Journal of Consumer Research
Thomson, M, (2005) The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands, Journal of Consumer Psychology
Wester,F.E.Jr, (2000) Understanding the Relationship Among Brands, Consumers, and Resellers, Journal of the Academy of Marketing Science
Zeithmal,V.A, (1988) Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Consumer Research