제품유형에 따른 브랜드 체험과 브랜드 충성도 간의 관계 연구

초록

Consumers tend to choose products based on their experiences as well as on functional benefits of the products. Because of this trend, both marketing scholars and industry people have been very interested in brand experience, and emphasize the importance of consumer experience in developing marketing strategies of products and services. Nevertheless, not many researches on behavioral results of brand experience and which sub dimensions of experiences affect on brand equity and brand loyalty have not been carried out. Even the researches which dealt with brand experience, they had some limitations in that they have not measured brand experience with systematic scales. In this study, the authors investigated the causal relationship between brand experiences, brand equity and brand loyalty; brand experiences were measured by the scale which Brakus et al.(2009) developed and of which reliability and validity were proved. The authors hypothesized that brand equity including brand personality and brand attachment makes mediating roles in the relationship between brand experience and brand loyalty. Researchers also hypothesized that different product types would make a moderating role in the relationship between brand experience and brand loyalty. 766 questionnaires were distributed to a sample group of people from in their 20's to 30's. The data were analyzed with structural equation model using AMOS 18.0 program. The results of this study are summarized as follows. Brand experiences affected on brand personality, brand attachment, and brand loyalty, and the strength of influence was vary according to the sub dimensions of brand experience. Brand personality and brand attachment which researchers set up as brand equity elements affected to brand loyalty both directly and/or indirectly. As a result, the mediating roles of them were supported, which previous researches have rarely dealt with. The relationship between brand experience, brand equity, and brand loyalty differed whether the products are functional one or hedonic one. These results implies that products type makes moderating role in the relationship between brand experience, brand equity, and brand loyalty. Academic and managerial implications are discussed and the limitation of this study and the future research directions are suggested.

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