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학술저널

소비자의 최고 덕목, 브랜드 애착에 관한 최근 연구 동향과 시사점

A Content Analysis and Trends of Research on Brand Attachment, Consumers Most Valuable Virtue

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There some contrasting characteristics between the situation of brand attachment and brand attitude. Brand attitude could be developed in the process of alternative consumer evaluation, whereas brand attachment is primarily developed by long term emotional relations or commitments. If in these two situations male and female customers are exposed to negative inconsistent information, they response to them differently. following a serese of researches show some insights. Acording to Lee et al. (2013a), First, here are meaningful differences in brand switching intention depending on brand preference situation, such as brand attachment and brand attitude. Whichever gender they are, customers represent a lower level of brand switching intentions in situation of brand attachment than in that of brand attitude when they are exposed to negative inconsistent information Second, according to the type of brand preference, we could find different situations in gender difference of brand switching intention. After the experiment using the scenarios to prove hypothesis 2, the conclusion represents the fact that in the situation of brand attitude, female consumers are willing to represent more brand switching intention than male customers when they are exposed to negative inconsistent information about the brand. As for Lee at al. (2013b), hedonic benefit brand is more influenced by the effect of country of origin than utilitarian benefit brand. On the other hand, in the case of hedonic benefit brands with the country of origin inconsistency situation, it is shown that the consumer having the kindly brand attitude is high in the purchasing intention rather than the consumer having brand attachment. And also in the case of utilitarian benefit brands with the country of origin inconsistency situation, it is shown that the purchasing intention is high t the consumer having brand attachment is high in the purchasing intention rather than the consumer having the kindly brand attitude. As far as Lee (2014) is concerned, in the situation of service failure, consumers with a favorable attitude toward the service brand show stronger intention to switch brands than those with brand attachment (Hypothesis 1). In situation of brand attitude, women have stronger brand switching intention (Hypothesis 2). Contrary to this, in situation of brand attachment, men, compared to women, also have greater brand switching intention (Hypothesis 3). In addition, if perceiving equity of service recovery, consumers with brand attachment were relatively more satisfied (Hypothesis 4). Moreover, if not perceiving equity of service recovery, female consumers with brand attachment show relatively greater degree of brand switching intention (Hypothesis 6). This review study should be able to propose academic and practical implications by studying four existing studies.

Ⅰ. 서론

Ⅱ. 2010년부터 2014년 까지 브랜드 애착 관련 대표 연구

Ⅲ. 2010년부터 2014년간 브랜드 애착 연구의 종합적 토론

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