디지털 시대 브랜드 옹호의 선행요인에 대한 연구

초록

Brand advocacy is known to be effective in recruiting new customers or retaining extant customers in the digital age when the internet and mobile devices are developed. This study investigated the effect on brand advocacy by combining value co-creation of service dominant logic, brand satisfaction of relationship marketing, and brand identification as a mediating variable to develop the mechanism for drawing brand advocacy. In addition, considering that brand advocacy is the result of forming a positive relationship with the brand of consumers, an empirical study was conducted by integrating brand authenticity into the research model. As a result, value co-creation had a positive effect on brand advocacy through brand satisfaction, and brand identification had a partial mediating effect on the relationship between brand satisfaction and brand advocacy. Brand authenticity was also proven to have a positive effect on brand advocacy, and the predictive power of the overall research model was found to be good. This suggests that companies can build positive relationships by authentic interactions with customers, which can lead to consumer brand advocacy, and that it is important to provide personalized services through interaction with customers. These findings of this study remind companies that authentic interactions with customers, which are likely to be missed, are of utmost importance as they rely mainly on the patterns analyzed by AI in pursuing digital transformation.

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