THE INFLUENCE OF BRAND KNOWLEDGE ON THE INTENTION TO PURCHASE PERSONAL LUXURY PRODUCTS

Kanyanee Ingsa,Li-Wei Mai 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This conceptual paper discusses the influence of brand knowledge through various components of personal luxury products’ towards the purchase intention. Rapid shifts in luxury consumers’ behaviours is one of the predominant drivers contributing to the growth of the modern luxury market. In response to this, luxury consumers’ characteristics and profiles need to be reexamined. In recent years, there has been a rapid increase in global luxury consumption with the rise in number of luxury consumers from 140 million to 350 million globally (Bain & Company, 2015). Such a phenomenal growth in the luxury market leads to a widely increased interests among researchers across all disciplines (Truong et al., 2008; 2009, Tynan et al., 2010; Kapferer & Valette-Florence, 2016). In particular, personal luxury goods market is forecast to continue to grow between 2-3 percent through 2020 (Bain & Company, 2016). Despite the fact that personal luxury goods is a major driver of the entire market, there is a limited research in this product category. Two factors of this fast-growing trend stimulate the need for additional research into consumers’ behaviours. First, there has been a shift in luxury consumers’ profile (Hanna, 2004; Fionda & Moore, 2009) and purchasing patterns (Bain & Company, 2015; 2016) where social influences (Dubois et al., 2001; Berthon et al., 2009; Cheah et al., 2015; Yang and Mattila, 2014; Kapferer & Valette-Florence, 2016) and people’s needs for materialism, appearances to enhance their ego and self-concept (Phau & Prendergast, 2000; Kapferer, 2006) are having greater impact on how consumers make their luxury purchase decisions. Second, it appears that the characteristics of the traditional luxury consumers as well as old marketing models from many decades ago need to be redefined (Bain & Company, 2015). Danziger (2005) indicates that the changes in luxury consumers’ purchase decision has created a dramatic shift in the purchase behaviour as a whole, making it difficult for luxury marketers to recognise the trend. To date, existing literature on luxury purchase intention focuses mainly from the cultural, economic, psychological perspectives (Leibenstein, 1950; Veblen, 1899; Bian & Forsythe, 2012; Liu et al., 2012; Wong & Ahuvia, 1998; Vigneron & Johnson, 2004; Shukla, 2012; Cheah et al., 2015) but remains limited on investigating luxury consumers’ behaviours through the integration of brand knowledge domain. Major works from marketing scholars on luxury value perceptions (Wiedmann et al., 2007 and 2009; Vigneron & Johnson, 2004; Shukla, 2012; Shukla & Purani, 2013; De Barnier et al., 2006; Hennigs et al., 2012 and 2013) suggest that they are important in explaining the whole picture of luxury consumption but insufficient in explaining purchase intentions (Shukla, 2012). Kapferer (2006) discusses that it is typical for consumers to identify which brand belongs to the luxury category, however, it could be more complex for the precise definition of luxury to be identified and understood. Therefore, this study seeks to incorporate the branding aspects into the investigation on the significance of brand knowledge towards the intention to purchase personal luxury products. Literature Review The concept of luxury is first explained by Veblen (1899) that the consumption of luxury goods is primarily considered by the affluent consumers with the desire to display their wealth to the relevant significant others. Even though the concept of luxury remains obscure, the clearer definition of luxury is given by Nueno & Quelch (1998) as the “ratio of functional utility to price is low while the ratio of intangible and situational utility to price is high” and that luxury products are beyond an ordinary expensive goods but “an ephemeral status symbol”. Shukla (2010) also defines luxury as the consumption that is not for just oneself but a socially-oriented type of consumption that fulfils the consumers’ own indulgence as well as to serve the “socially directed motives”. The aforementioned definitions of luxury show it is an “elusive concept” (Kapferer, 1998) with “fuzzy frontiers” (Kapferer, 2006). The luxury concept is describes as “incredibly fluid, and changes dramatically” over time and varied among different cultures (Yeoman and McMahon-Beattie 2006). As consumers become richer (Fionda & Moore, 2009) and are able to afford more luxury brands (Nueno & Quelch, 1998), luxury is no longer reserved for the rich but also includes the rising number of aspiring middle-class consumers (Shukla, 2012) who enjoy material comfort (Yeoman & McMahon-Beattie, 2006; Yeoman, 2011: Granot et al., 2013). This change makes the term luxury even more difficult to define (Shukla, 2010) and will continue as an ongoing debate among research scholars (Kapferer & Valette-Florence, 2016). Dubois & Paternault (1995) mention that “luxury items are bought for what they mean, beyond what they are”, this statement defines the nature of luxury brands where consumers often purchase luxury products not merely because of their outstanding quality but because of the name and the symbolic identity the brand provides. Kapferer (1998) recognises the importance in exploring the perception of luxury brands from the end-users themselves because they know best. This also adds to the ongoing complexity and difficulties in giving luxury a discreet definition (Kapferer, 1997 and 1998). The work of Grotts & Johnson (2013) investigates the status consumption of millennial consumers and indicates that it is highly possible that the consumers may not express any interest on the quality of the products but are placing greater emphasis on the ability of the handbags to be recognised and generate attention from their reference groups. With regard to marketing strategy, luxury marketers react to the rapid increase in demand to maintain their position of exclusivity by increasing the price every year in order to secure their clientele (Kapferer, 2015b). Louis Vuitton, Rolex, and Christian Dior increase the price of their products every year to sustain the dream value of the consumers (Kapferer, 2015a; 2015b). It is apparent that most luxury companies are managing the dilemma of maintaining the exclusivity of its products while increasing brand awareness as well as focusing on securing more market share and revenue (Kastanakis & Balabanis, 2012; Berthon et al., 2009). Despite the recognisable shifts in luxury consumption pattern, the sector will continue to grow with the majority of affluent consumers as discussed by Steve Kraus of Ipsos (King, 2015). The most recognisable shift in luxury marketing strategy is on the increasing number of luxury companies offering lower-price products in response to the rising level of demand for luxury consumption by the enthusiastic middle class consumers (Truong et al., 2008; Kastanakis & Balabanis, 2012). Luxury was once reserved for the “happy few” (Veblen, 1899) but this notion is no longer practical for today’s luxury environment where luxury products are “consumed by a larger aspirational segment” (Granot et al., 2013). Democratisation of luxury refers to when luxury brands create a lower-priced accessory items in order to appeal to the broader market, making luxury accessible to those “who could never afford to purchase the principal items in the line” (Nueno & Quelch, 1998) or the new luxury consumers who seeks recognition from luxury purchase. Han et al. (2010) discusses that different classes of consumers can now be distinguished by the brands of purses, watches, or shoes that they own. They let the brands speak for them, whether they prefer the loud Gucci logo or displaying the consumption of a “‘no logo’ strategy” by carrying a Bottega Veneta bag (Han et al., 2010). As Husic & Cicic (2009) state, an important question on today’s luxury consumption that if it is possible for everyone to obtain luxury items, are the brands still considered luxury? This is one of the important agendas concerning luxury consumption that prompts researchers to investigate this changing behaviours and perceptions of luxury consumers. It is also significance to note that the increase in global demand in luxury market is not necessarily positive but could be negative if the demand is not being managed efficiently (Hennigs et al., 2015). Despite frequent changes in luxury consumption patterns, Kapferer & Valette-Florence (2016) argues that it is vital to understand how consumers behave in order for the brands to create and maintain trust and reputation among its consumers. Danziger (2005) argues that the notion of “past behaviour predicts future behavior” may not be applicable to the luxury market. However, the foundation remains where the marketers need to understand the basics about the past and present behaviours in order to offer the products and services at the price that luxury consumers are willing to pay. It is partly due to the minimisation of the possible risks that might occur in purchasing luxury products as stated by Kapferer & Valette-Florence (2016) that “in luxury, no one wants to buy the wrong brand”. In light of these changes in the demand and strategies, a new framework of luxury purchase intention will be presented. This framework integrates brand knowledge in order to accommodate the traditional consumer, who appreciates the brand and its exclusivity, as well as the new buyer who wants recognition. This attempt in merging the two groups of luxury consumers together will highlights how traditional and new luxury consumers make their purchase decisions based on different components of luxury product characteristics as well as different value perception, or that is to say, based on a different levels of brand knowledge. Conceptual Framework Over several decades scholars attempted to agree on a single comprehensive definition for the term ‘luxury’ but have not yet reached that goal because the concept of luxury is highly individual and the market itself is heterogeneous (Hennigs et al., 2013). The definition of luxury, therefore, is very complex to define (Vigneron & Johnson, 1999; Dubois & Duquesne, 1993) due to its “subjective character” (De Barnier et al., 2012) with many diverse facets (Phau & Prendergast, 2000). This study provides a new perspective by looking at the factors that influence luxury purchase intention. Based on the original work of Keller (1993), it is important to understand the structure and content of brand knowledge because these dictate what comes into the consumer’s mind when they think about a brand and what they know about the brand (Keller, 2003). Consumer brand knowledge is defined as the “personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information” (Keller, 2003). Strong, unique, and favorable brand associations must be created with consumers (Kotler & Keller, 2012 and 2016). In luxury consumption, different consumers seek different emotional and functional benefits from luxury brands (Kapferer, 1998), which makes it relevant and significant to investigate the level of influences of brand knowledge and value perceptions on the intention to purchase luxury products. The proposed conceptual framework for this study is presented in Figure 1 in the Appendix section. Managerial Implications This study provides both theoretical and managerial implications. On theoretical grounds, this study provides an enhanced model in investigating the influence of luxury brand knowledge towards luxury purchase intention considering luxury brand characteristics and luxury value perceptions. On managerial perspective, this study provides an update in the modern luxury consumers consumption pattern in terms of what specific characteristics of luxury products they would consider when they intend to purchase. At the same time, this study analyses the types of luxury value perceptions acknowledge by modern luxury consumers towards their purchase decision. In addition, the proposed conceptual framework will take into account the behaviours of traditional luxury consumers, who seems to have been lost due to the increased demand among the new luxury consumers. According to Keller et al. (2012), the marketers of the brand needs to acknowledge the insights to how brand knowledge exists in consumer memory. From the model, marketers can plan and execute efficient marketing and communication strategies for modern luxury consumers given their fast-changing preference in luxury consumption. Following the suggestion from Kapferer & Valette-Florence (2016) which indicates that “luxury is made by brands” and apart from selling luxurious products, the dream is what is attached to the brand logo and name. Therefore, by investigating the relationship between luxury products characteristics along with luxury value perceptions, this study aims to provide a refreshing analysis of today’s luxury consumers and what stimulates them to buy personal luxury products. Further Research A questionnaire will be developed by the integration of the established measurements and scales from the existing luxury consumption and branding literature. A draft of the questionnaire will be reviewed against the literature and the practical insights obtained from the sales associates and experts in the luxury industry for the suitability and clarity of the questions. The final draft of the questionnaire will be pre-test on a small number of respondents from the target audience. The target population for the study is among general luxury consumers. The data collected from the survey will be analysed using Structural Equation Modelling (SEM) approach to model decision process and validate the proposed conceptual framework. Cluster analysis will be used to identify segments of consumers as recommended by Aaker et al. (2013). The anticipated research findings will expand on the degree of influences of the brand knowledge towards the willingness to purchase of personal luxury goods. It is also expected that the research findings will be useful in redefining the existing types of luxury consumers to represent today’s luxury consumers.

기술제품 재구매시 제품지식과 전환비용이 제품속성별 중요도에 미치는 영향

주영진 ( Young Jin Joo ),정진우 ( Jin Woo Jung ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구에서는 하이테크 결합제품인 DSLR(digital single-lens reflex) 카메라를 중심으로 소비자가 제품을 재구매하고자 하는 상황에서 제품의 내재적 속성인 제품성능과 외재적 속성인 브랜드가 소비자의 제품선택에 미치는 영향이 소비자의 제품 관련 지식수준과 전환비용에 따라 어떻게 달라지고 있는지를 분석하였다. 먼저 제품지식이 많은 소비자는 제품지식이 적은 소비자보다 제품선택 시 제품성능을 더 중요시 할 것이며, 제품지식이 적은 소비자는 제품지식이 많은 소비자보다 제품선택 시 브랜드를 더 중요시 할 것(가설 1)으로 기대된다. 다음으로 전환비용이 큰 소비자는 전환비용이 작은 소비자보다 제품선택 시 브랜드를 더 중요시 할 것이며, 전환비용이 작은 소비자는 전환비용이 큰 소비자보다 제품선택 시 제품성능을 더 중요시 할 것(가설 2)으로 기대된다. 제시된 가설들을 검정하기 위해 본 연구에서는 컨조인트 분석을 이용하여 DSLR을 보유하고 있는 소비자들이 DSLR을 재구매하는 경우 제품성능과 브랜드 등 DSLR 속성들을 각각 얼마나 중요하게 생각하는지를 측정하고, 속성별 중요도가 소비자의 지식수준과 전환비용크기에 따라 구분된 두 집단에서 유의한 차이를 보이는지 검정하였다. 컨조인트 분석을 위한 제품 프로파일은 fractional-factorial 디자인을 적용하여 내재적 속성인 제품성능과 관련된 CCD 크기와 화소 (pixel) 수, 외재적 속성인 브랜드, 통제변수로서 가격 등 4가지 속성들로부터 9가지 유형으로 구성되었다. 조절변수인 지식수준은 5점 척도로 측정한 응답자의 주관적 제품지식 관련 변수들로부터 추정한 요인값을 이용하였고, 전환비용 크기는 응답자가 현재 보유하고 있는 DSLR용 렌즈에 대한 잔존가치를 이용하였다. 제품지식 수준에 따른 집단 간 비교 결과에 의하면 제품지식 수준이 높은 소비자들은 제품지식 수준이 낮은 소비자들에 비해 CCD 크기, 화소 수, 브랜드, 가격 등 4가지 속성들 중 CCD 크기를 유의하게 더 중요시하고, 브랜드는 유의하게 덜 중요시하는 것으로 나타났다. 이와 반대로 전환비용 크기에 따른 집단 간 비교 결과에 의하면 전환비용이 큰 소비자들은 전환비용이 작은 소비자들에 비해 브랜드를 유의하게 더 중요시하고, CCD 크기를 유의하게 덜 중요시하는 것으로 나타났다. 이러한 결과는 DSLR의 재구매시 제품지식 수준이 높을수록 내재적 속성인 제품성능을 더 중요하게 생각하고 외재적 속성인 브랜드를 덜 중요하게 생각하며, 전환비용이 클수록 브랜드를 더 중요하게 생각하고 제품성능을 덜 중요하게 생각한다는 것을 의미한다. In this study, focusing on a repurchasing situation of a hi-tech combined product DSLR (digital single-lens reflex) camera, we have analyzed how are the effects of functional performances of a product (as intrinsic attributes) and the brand of a product (as an extrinsic attribute) on a customer`s choice of a product changing according to the level of the customer`s knowledge about the product and the amount of switching cost caused by DSLR lens. Our first research hypothesis (H1) is that a customer with a high level of product knowledge would think much of the functional performances of a product than a customer with a low level of product knowledge did, while a customer with a low level of product knowledge would think much of the brand of a product than a customer with a high level of product knowledge did. Our second research hypothesis (H2) is that a customer with a large switching cost would think much of the brand of a product than a customer with a small switching cost did, while a customer with a small switching cost would think much of the functional performances of a product than a customer with a large switching cost did. We used conjoint analysis, for a situation of repurchasing DSLR camera, to test our research hypotheses. First, we estimated the relative importances of attributes, including functional performances and the brand, of the DSLR camera for each customer who has DSLR camera, by assuming that he or she is going to repurchase a DSLR camera. After that, respondents, to the conjoint questionnaire, were divided into two groups by the level of product knowledge (to test H1) and the amount of switching cost (to test H2). Finally, we tested if there is any significant difference in the relative importance of each attribute between the two groups. Conjoint profiles were driven with 4 attributes: CCD(charge coupled device) size, number of pixels (as intrinsic attributes), brand (as an extrinsic attribute), and price. The 4 attributes were set to have 2×3×2×3 levels respectively. We used nominal scales for CCD size (full-frame or crop) and brand (two big brands in the market: Cannon or Nicon), and ratio scales for number of pixels and price. Hence the full factorial design needs 36 profiles. However, in order to be able to make an efficient comparison by reducing the number of profiles, we applied a fractional factorial design to set 9 conjoint profiles. The level of product knowledge was estimated by the factor score from 5 measurement variables about subjective level of product knowledge. And the amount of switching cost was calculated by the remaining value of DSLRlens the respondents have. It is interesting to note that DSLR-lens is a complementary good for the DSLR, so the switching cost is caused by a lock-in to the brand he or she has because of the complementary good. 179 respondents gave their preference order among 9 conjoint profiles. The relative importances of 4 attributes was driven for each respondents. The decreasing order of the average values of the relative importances for all respondents if price > CCD size > number of pixels > brand. In order to test the research hypotheses, we used t-test to test if there is any significant difference in relative importances of attributes according to the level of product knowledge or the amount of switching cost. The mean difference tests for the relative importance of 4 attributes between the 2 groups, divided by the level of product knowledge, show that ① the relative importance of CCD size is significantly larger in the customer group with a high level of product knowledge than in the customer group with a low level of product knowledge, and ② the relative importance of brand is significantly smaller in the customer group with a low level of product knowledge than in the customer group with a high level of product knowledge. However, the mean difference tests for the relative importance of 4 attributes between the 2 groups, divided by the amount of switching cost, show that ① the relative importance of brand is significantly larger in the customer group with large amount of switching cost than in the customer group with small amount of switching cost, and ② the relative importance of CCD size is significantly smaller in the customer group with large amount of switching cost than in the customer group with small amount of switching cost. The result of this research means that, in a situation of repurchasing the DSLR, the higher his or her level of product knowledge is, the more (or the less) he or she thinks about the intrinsic attribute (or the extrinsic attribute). It also means that, the larger the amount of his or her level switching cost is, the more (or the less) he or she thinks about the extrinsic attribute (or the intrinsic attribute).

브랜드 지식이 지각된 브랜드 가치, 브랜드 만족도, 브랜드 충성도에 미치는 영향: 중국 휴대폰을 중심으로

( Chang Yu ),김정희 ( Jung-hee Kim ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.2

Purpose: This study investigated ways to increase the perceived brand value of consumers by accurately providing brand knowledge to consumers and to improve brand satisfaction and brand loyalty. Research design, data, and methodology: To test hypotheses, 395 customers using Chinese mobile-phone brands were surveyed using a questionnaire translated into Chinese at the largest survey site in China. This online survey was conducted from February 15, 2020 to March 01, 2020. 357 copies of the final valid samples were used for our empirical analysis. Results: First, consumers' mobile phone brand knowledge was classified into subjective brand knowledge and objective brand knowledge. Both subjective brand knowledge and objective brand knowledge had a significant positive (+) effect on perceived brand value. Second, the perceived brand value of consumers is classified into functional values, emotional values, social values, and economic values, of which functional values and social values had a significant positive (+) effect on brand loyalty. Third, among consumers' perceived brand value, functional values and social values had a significant positive (+) effect on brand loyalty. Fourth, consumer's brand satisfaction has a significant positive (+) effect on brand loyalty. Implications: In general, the more expensive specialty products are, the higher the risk of purchase. Therefore, consumers try to minimize the risk of wrong decision-making by searching for various information related to the brand or by acquiring knowledge through experience before purchasing a brand. To retain loyal customers with a favorable attitude toward the brand in the long term, companies should, above all, provide right information about the brand to support them to increase their levels of brand knowledge. In addition, to realize customer satisfaction, companies should provide the functional, emotional, social, and economic value of the brand to customers.

신규브랜드의 광고메시지 프레이밍에 대한 소비자의 태도: 설득지식의 활성화 & 조절초점의 일치성

김귀곤,전승우,김종호 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.1

This study reviews with an extension of Kirmani and Zhu(2007)'s research how prevention-focused consumers may respond sensitively to the prevention-focused message framing compared to promotion-focused consumers. According to their research, there is no difference in brand attitude between promotion-focused and prevention-focused consumers if advertiser's manipulation intention is perceived as very high or low salient. On the contrary, they claimed that prevention-focused consumers' attitudes are less favorable (more sensitive)toward the advertising campaign and its object because prevention-focused people take higher persuasion knowledge activation than promotion-focused people do if the salience is in the moderate level. However, this research assumed that the degree of consistency between regulatory focus of campaign message and that of consumers might control the level of persuasion knowledge activation when the salience of advertiser's manipulation intention is perceived moderately. Accordingly, consumers' attitude toward the campaign and campaign object can be differently expected. Namely, in view of the regulatory focus consistency between campaign message framing and consumers, the prevention-focused consumers' attitudes are more sensitive(less favorable) toward the promotion-focused message framing and its brand than promotion-focused consumers do as viewed in Kirmani and Zhu(2007)'s research result. But the promotion-focused consumers take higher persuasion knowledge activation than that of prevention-focused consumers and their attitudes are less favorable(more sensitive) toward the prevention-focused message framing and its brand than that of prevention-focused consumers. To test the proposed framing effect, 222 male and female undergraduate (graduate) students in Seoul area completed main survey, 195 questionnaires analyzed except 27 insincere and improper ones. As a result, firstly, the same result came out irrespective of regulatory focus consistency when the salience of manipulation intention is perceived high or low. Secondly, the level of persuasion knowledge activation and brand attitude showed difference between promotion-focused consumers and prevention-focused consumers according to the degree of regulatory focus consistency when the salience of advertiser's manipulation intention is perceived in the moderate level. As viewed in Kirmani and Zhu(2007)'s research, the prevention-focused consumers take higher persuasion knowledge activation and respond less favorably (more sensitively) toward the promotion-focused massage framing and its brand than promotion-focused consumers do. Conversely, the promotion-focused consumers take higher persuasion knowledge activation and respond less favorably (more sensitively) toward than the prevention- focused massage framing and its brand than prevention-focused consumers do. By extending Kirmani and Zhu(2007)'s research, this study showed that not only persuasion knowledge activation and attitude are differed by only self regulatory focus, but also the consistency level between regulatory focus of message framing and self regulatory focus. In addition, this study also provides many meaningful issues to the marketers and advertisers in charge of new brand's launching. 이 연구는 Kirmani and Zhu(2007)의 연구를 확장하여 예방초점의 광고 메시지프레이밍에 대해서도 예방초점의 소비자들이 촉진초점의 소비자들보다 민감하게 반응하는 지를 살펴보았다. 그들은 광고 메시지에 대한 조작의도의 현저성이 높거나 낮은(high or low salient) 경우에는 자기조절초점(촉진초점 vs. 예방초점)에따라 브랜드에 대한 태도가 차이를 보이지 않지만 중간정도로 현저한(moderately salient) 경우에는 예방초점의 사람들이 촉진초점의 사람들보다 설득지식의 활성화 정도가 더 높기 때문에 광고 및 광고의 대상에 대한 태도가 덜 호의적으로 (더 민감하게) 반응한다고 주장한다. 그러나 본 연구에서는 광고 메시지에 대한조작의도의 현저성이 중간정도인 경우에 광고 메시지의 조절초점과 소비자의 조절초점 간의 일치성 정도에 따라 설득지식의 활성화 정도가 달라지고 그 결과, 노출된 광고 및 광고의 대상에 대한 태도가 달라질 수있음을 제안하였다. 즉 조절초점(regulatory focus)의 일치성 관점에서 촉진초점의 광고 메시지 프레이밍에대해서는 그들의 연구결과처럼 예방초점적인 사람들이 촉진초점의 사람들보다 광고 대상인 브랜드에 대하여 더 민감하게(덜 호의적으로) 반응하지만, 예방초점의 광고 메시지 프레이밍에 대해서는 촉진초점적인 사람들이 예방초점적인 사람들보다 설득지식의 활성화정도가 높게 나타나고 결과적으로 광고대상인 브랜드에대한 태도 또한 더 민감하게(덜 호의적으로) 반응할 것이라고 예상하였다. 본 연구를 위하여 222명을 대상으로 실험설문조사를 실시하였으며 불성실하거나 부적절한 응답자료 27부를 제외한 195부의 설문지가 분석에 사용되었다. 연구결과 첫째, 광고메시지에 대한 조작의도의 현저성이높거나 낮은 경우에는 조절초점의 적합성과는 무관하게 동일한 결과를 보여주었다. 둘째, 광고메시지의 조작의도가 중간정도로 지각되는 경우에는 조절초점의 일치성 정도에 따라 촉진초점적인 사람들과 예방초점적인 사람들 간에 설득지식의 활성화정도와 브랜드에 대한 태도가 다르게 나타났다. 즉 촉진초점의 광고메시지 프레임에 대해서는 Kirmani and Zhu(2007)의 연구결과처럼 예방초점의 사람들이 촉진초점의 사람들보다 설득지식의 활성화정도가 높게 나타나고 광고대상인 브랜드에 대한 태도가 덜 호의적인 것으로 나타났다. 반면에 예방초점의 광고메시지 프레임에 대해서는 촉진초점의 사람들이 예방초점의 사람들보다 설득지식의 활성화정도가 높게 나타나고 광고대상인 브랜드에 대한 태도가 덜 호의적인 것으로 나타났다. 본 연구는 Kirmani and Zhu(2007)의 연구를 확장함으로써 단순히 자기조절초점에 따라서만 설득지식의 활성화정도 및 브랜드에 대한 태도가 달라지는 것이 아니라 광고메시지 프레임의 조절초점과 자기조절초점간의 일치성 정도가 더 많은 영향을 줄 수 있다는 것을 보여준다. 뿐만 아니라 이러한 연구결과는 실제 신규브랜드의 런칭을 담당하는 광고 및 마케팅 실무자들에게도 매우 의미 있는 시사점을 제공할 것이다.

品牌个性与品牌至爱对电子口碑的作用-以品牌体验分享做调节变量

刘曼琳,김나미 한국외국어대학교 중국연구소 2020 中國硏究 Vol.83 No.-

In 2016, china's internet emerged as a knowledge-paying industry, known as knowledge payment. Because China's national conditions are different from those of foreign countries, different views and management of "intellectual property" will lead to this unique field of Internet in China. This study selects "get" brand as the object, studies its consumer to this brand's individuality and the brand to the love feeling function, finally how to generate the electronic word of mouth. To explore the influence of brand love on brand electronic word of mouth from the perspective of brand personality; what role do consumers of different personalities play between brand and brand love, the field of knowledge payment based on the Internet, and the sharing and dissemination of knowledge content, so the role of brand experience sharing behavior on brand love and brand word of mouth communication also needs to be studied. Providing dedicated products or services to the customer base to achieve profitable goals is the most potential content entrepreneurship model. And as an emerging market, the field of knowledge payment will quickly attract a large number of "knowledge services" enterprises, in addition to the use of some conventional marketing means, brand marketing is certainly not essential. And this research also has the enlightenment to the enterprise brand electronic marketing.

보문 : 뷰티브랜드 확장상황에서 희석효과 -전형성에 기초한 브랜드 확장 시 모브랜드의 지식이 전이 되었는가?-

최정선 ( Jung Sun Choi ),전중옥 ( Jung Ok Jeon ) 한국의류학회 2011 한국의류학회지 Vol.35 No.1

The potential for brand dilution occurs when new brands merge with an identical image of a parent brand. Despite the significant attention regarding the effects of dilution on brand extension, there is limited research on brand dilution in the beauty industry. This study analyzes the effect of the typicality of extensional type on brand attitude or purchase intention for potential dilution toward beauty brand extension. In addition, we examine the moderating effect of knowledge transfer when customers evaluate the typicality of the extensional type for potential dilution toward beauty brand extensions. For the experiment, 4 description type factorial designs were performed. A total of 219 students participated in the experiment who had experience of visiting a beauty salon. The results are as follows. First, there are significant independent and interaction effects between the typicality and extensional type that reveals differential influences on the attitude or purchase intentions toward extended beauty brands. Second, the knowledge of the parent brand is transferred to extended brands. Third, there is a significant moderating effect of knowledge transfer, as customers evaluate the typicality of the extensional type for the potential dilution toward beauty brand extension. This study provides some theoretical and practical perspectives with some limitations.

지역공동브랜드에 대한 이미지 : 대구시 공동브랜드 '쉬메릭'을 중심으로 The Case of 'CHIMERIC'

박경애,허순임 한국의류학회 2004 한국의류학회지 Vol.28 No.2

This study was interested in examining the image of a co-brand with the case of 'CHIMERIC', the co-brand of Daegu city in Korea. The purpose of the study was to investigate the difference in brand image by brand knowledge and the effects of brand image on brand preference, brand purchase, and brand satisfaction. A total of 354 questionnaires collected from the region(Daegu)'s residents, who were aware of CHIMERIC, were analyzed. Factor analysis extracted 6factors of brand image including symbolic image, product, ad, price, distribution, and publicity. The results revealed that there were differences in product and publicity images by brand knowledge. Symbolic and publicity images and brand knowledge affected brand preference, which in turn had the strongest effect on brand purchase. Brand knowledge also affected brand purchase while no direct effect of brand image was observed. Brand satisfaction was affected by brand preference, publicity, and ad image.

브랜드경험, 브랜드지식, 브랜드관계품질 및 브랜드관계지속성 간의 관계

이승재(Seung Jae Lee) 영남대학교 산경연구소 2013 영상저널 Vol.6 No.1

소비자들은 다양한 브랜드 접점을 통해 브랜드를 경험하게 되며, 기업의 마케팅과 커뮤니케이션 활동에 의해 브랜드와 관계를 형성하게 된다. 기업은 브랜드와의 관계 형성을 통해 브랜드충성도를 높임으로서 강력한 브랜드 자산을 구축하게 된다. 소비자-브랜드관계의 형성에 관한 대부분의 연구들이 소비자-브랜드관계의 형성에 영향을 미치는 영향요인들이나 성과간의 단편적인 영향관계만을 살펴보았고, 포괄적인 관점에서 소비자-브랜드관계의 형성과정에 대해서 실증적으로 검정한 연구는 거의 찾아볼 수 없다. 본 연구는 소비자-브랜드관계품질의 선행요인인 브랜드경험과 브랜드지식이 소비자-브랜드관계품질에 미치는 영향과 소비자-브랜드관계품질이 소비자-브랜드관계지속성에 미치는 영향을 통합된 모형으로 살펴봄으로써 일련의 소비자-브랜드관계품질 형성과정을 확인하였다. 그 결과 브랜드경험은 브랜드지식과 소비자-브랜드관계품질에 긍정적인 영향을 미치고, 브랜드지식 역시 소비자-브랜드관계품질에 긍정적인 영향을 미치는 것으로 나타났으며, 소비자-브랜드관계품질은 소비자-브랜드관계지속성에 긍정적인 영향을 미치는 것으로 나타났다. Companies can improve customers" loyalty and build strong brand equity through development of the relationship with the brand. Most of the studies on consumer-brand relationship have examined the relationship between consumer-brand relationship and the variables affecting the development of consumer-brand relationship or between consumer-brand relationship and the performance of consumer-brand relationship in fragments. So, few studies have empirically investigated the development process of consumer-brand relationship. Although consumers" brand experience and brand knowledge are considerably important, most of research has not considered theses factors as the predisposing factors of customer-brand relationship. This study develops a integrative model to test whether brand experience and brand knowledge affect consumer-brand relationship quality and whether the consumer-brand relationship quality affects consumer-brand relationship stability, and examines a development process of consumer-brand relationships. The results of the study are as follows. First, brand experience positively affects both brand knowledge and consumer-brand relationship quality, and brand knowledge also positively influences consumer-brand relationship quality. Therefore, these results show that positive brand experience and brand knowledge of consumers improve the level of consumer-brand relationship quality. Second, consumer-brand relationship quality positively affects consumer-brand relationship stability. Particularly among consumer-brand relationship quality constructs which have a significant positive relationship with consumer-brand relationship stability, the influence power of love is the highest, followed partner quality, nostalgic connection, personal commitment, interdependence. We discuss the theoretical and practical implications of this study and its limitations, along with future research interest.

The Role of Brand Knowledge in Explaining Relationship between Brand-Centered Communications and Brand Commitment: Evidence from Public Banks Pakistan

Shoaib Muhammad,Salniza Md. Salleh,Maha Mohammed Yusr 한국유통과학회 2019 유통과학연구 Vol.17 No.1

Purpose – The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology – A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results – The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees’ brand commitment. Conclusions – The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.

온라인 브랜드 커뮤니티에서 커뮤니티 이용 동기가 지식 공유와 브랜드 충성도에 미치는 영향

정소원,박지선,이규혜 한국브랜드디자인학회 2014 브랜드디자인학연구 Vol.12 No.1

온라인 커뮤니티가 급속도로 증가함에 따라 온라인 커뮤니티가 소비자 구매와 행동에 미치는 영향력이 크게 증가하였다. 이에 본 연구는 온라인 브랜드 커뮤니티에서의 소비자 행동을 이해하고자 소비자의 다양한 브랜드 커뮤니티 이용 동기(상호유대 효용, 브랜드 애호, 흥미 추구, 정보 추구, 보상 추구, 편의 추구)를 탐색하고 다양한 이용 동기와 지식 공유의 질과 양, 브랜드 충성도 사이의 구조적 관계를 연구하고자 한다. 실증 분석을 위해 일반 브랜드 커뮤니티 가입자를 대상으로 온라인 설문을 실시하였고 최종 228부의 응답을 바탕으로 구조방정식모형을 실시하였다. 연구 결과 6가지 커뮤니티 이용 동기 중 브랜드 애호와 정보 추구 동기만이 지식 공유의 질과 양에 긍정적이고 유의한 영향을 미쳤으며, 지식 공유의 질과 양 모두 브랜드 충성도에 긍정적인 영향을 미친 것으로 나타났다. 본 연구 결과는 브랜드 마케터는 소비자가 활발하고 적극적으로 지식을 공유하게 함으로써 브랜드 충성도를 높이기 위해서 브랜드 애호와 정보 추구 동기에 주목할 필요가 있음을 시사한다. With the emergence of online community, influence of online communities on consumer behavior has greatly been increased. To enhance our understanding of consumer behavior in online brand communities, the present study attempts (a) to explore various motives of consumers(interpersonal utility, brand likeability, entertainment seeking, information seeking, incentive seeking, convenience seeking) evoked when they use online brand communities and (b) to uncover the structural relationships between identified motives and their outcome variables such as quality and quantity of knowledge sharing and brand loyalty. An online survey method was conducted by employing sample of brand community members. Final sample size was 228. Structural equation modeling results found positive impacts of brand likeability and information seeking motives on quality and quantity of knowledge sharing. As expected, both quality and quantity of knowledge sharing positively influenced brand loyalty. Findings of present study suggests that brand marketers need to focus on consumers motivated by brand likeability and information seeking when using brand communities in order to make them actively share their knowledge, ultimately to enhance their loyalty toward their brand.