한국경영교육학회

자료실 게재논문 원문서비스

[제26권4호] 브랜드 평가에 대한 브랜드 처리유창성과

작성자 : 관리자

게시일 : 2011-09-04

연구분야	사회과학 > 경영학

논문제목1	브랜드 평가에 대한 브랜드 처리유창성과 규제적합성의 효과를 매개하는 브랜드개입

논문제목2	The Mediating Roles of Brand Engagement on the Effects of Processing Fluency and Regulatory Fit on Brand Evaluation

주저자/소속	최낙환/전북대학교	공동저자/소속

학술지명	경영교육연구	발행기관명	한국경영교육학회

권(호)	26(4)	발행년월	2011년 08월

시작/끝 페이지	165/193	총페이지	29

언어	한국어

초록1	이 연구는 브랜드의 규제적합성과 처리유창성이 브랜드개입수준을 매개로 브랜드의 평가에 미치는 효과를 탐색하였다. 실험대상을 휴대폰브랜드로 선정하여 규제초점 점화집단별 광고소구유형에 의해 규제적합성과 처리유창성을 조작하고 공분산 구조분석을 이용하여 연구가설을 검증하였다. 규제적합성은 브랜드평가에 직접적으로 긍정적 영향을 미치고, 처리유창성의 브랜드평가에 대한 직접적인 긍정적 영향은 없었다. 그리고 브랜드평가에 브랜드개입이 긍정적 영향을 미치는 것으로 분석되었으며, 브랜드개입에 규제적합성과 처리유창성이 모두 긍정적 영향을 미치는 것으로 탐색되었다. 또한 간접효과의 분석에서 브랜드 평가에 처리유창성과 규제적합성의 간접효과가 모두 유의적이었다. 따라서 처리유창성과 규제적합성이 브랜드 개입을 매개로 브랜드 평가에 긍정적 효과가 있다고 볼 수 있다.

초록2	Consumers tendencies to consider brand as part of their self-concept are related to consumers self-regulation. Brand engagement is concerned with the notion that consumer can be involved, occupied, and interested in the brand. Strength of brand engagement is more likely to contribute to the intensity of attraction to the brand that results in positive brand evaluation. Brand engagement as self-regulation behavior can be conceptualized as an individual difference representing consumers tendencies to include brand as part of his or her self. Brand engagement like this can be strengthened under conditions of regulatory fit and can be disrupted under conditions of nonfit. And brand claim can be evaluated by drawing on relevant accessible knowledge about the incoming information of the brand. It is necessary to consider thinking as well as thought contents. The thought processes are accompanied by the ease or difficulty with which brand information can be brought to mind, or the fluency with which brand information can be processed. The easy or difficulty experiences are informative in consumers own right and consumers draw on the experiences in forming brand judgments. Consumers are to process brand information easily to involve the brand as a part of their selves. The more positive attributes they brought to mind, consumers are less likely to like a brand and the more reasons they generated for making a choice, consumers are more likely to defer choice, To be involved, occupied, and interested in the brand, it is necessary for the brand information to be processed easily. Any variable that promotes fluent processing is likely to increase connections between the brand and the self that result in brand engagement. Taken together, this article posits that brand engagement play mediating roles between regulatory fit and brand evaluation and between processing fluency and brand evaluation. This research reviews the theoretical background about the roles of brand engagement and tests the mediating roles of brand engagement by using cellular phone as experimental object. The results of empirical study shows that there are the mediating roles of brand engagement that regulatory fit and processing fluency have positive affects to brand engagement and brand engagement gives positive impact to brand evaluation.

키워드1	브랜드개입, 규제적합성, 처리유창성, 브랜드평가

키워드2	brand engagement, brand evaluation, processing fluency, regulatory fit.

첨부파일

11-072.pdf