소비자 관여도를 고려한 브랜드 가치 제공, 브랜드 태도, 브랜드 애착의 관계

• 영문명: Relationship among Brand Value Propositions, Brand Attitude and Brand Attachment considering Consumer Involvement
• 발행기관: 한국유통과학회
• 저자명: 김규배(Gyu Bae Kim) 김병구(Byoung Goo Kim)
• 간행물 정보: 『유통과학연구(JDS)』제14권 제2호, 103~111쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.02.28

영문 초록

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 o

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 모형과 가설

4. 연구방법

5. 연구 결과

6. 결론

References

키워드

Brand Value Propositions Brand Attitude Brand Attachment Consumer Involvement