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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.27 no.5, 2019년, pp.479 - 495
김은혜 (부산대학교 의류학과) , 이진화 (부산대학교 의류학과)
This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave ...
핵심어 | 질문 | 논문에서 추출한 답변 |
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휴먼브랜드는 무엇인가? | 휴먼브랜드는 명성, 평판, 이미지, 신뢰성 등을 바탕으로 다른 사람들과 차별되고 대중들에게 인기가 있는 유명인(celebrity)을 의미한다(Thomson, 2006).유명인은 연예인, 기업인, 정치인, 예술인, 학자, 언론인, 종교인, 스포츠 스타, 인플루언서(influencer) 등 사회 전반에서 활발한 활동을 하고 있다. | |
휴먼브랜드 광고의 효과는 어떠한가? | 휴먼브랜드에 대한 강한 신뢰성, 매력성 등의 특성은 소비자를 설득하는데 있어서 효과적인수단으로 활용되고 있으며, 나아가 브랜드와의 관계구축 및 브랜드 평가에서도 중요한 영향을 미치고 있다. 휴먼브랜드의 효과에 관한 선행 연구를 살펴보면 제품의 특성을 기반에 둔 광고보다 휴먼브랜드 광고가 소비자의 감정적 행동반응을 더 강하게 유발시켰으며, 제품의 인지도나 구매의도를 강하게 자극시켜주는 것으로 나타났다(Ahn & Lee, 2010; Kim, 2009;Shin, 2003). 이를 통해 휴먼브랜드에 대한 호의적인감정이나 태도가 광고 및 브랜드에 대한 태도로 전이되는 과정을 거치며, 소비자의 구매 의도에 긍정적인영향을 미치는 것을 알 수 있다. | |
브랜드와 소비자의 관계에서 애착과 자아일치성은 각각 어떤 영향을 만들어 내는가? | 브랜드와 소비자의 관계에서 애착과 자아일치성은 중요한 요소이다. 브랜드에 대한 소비자의 애착은 브랜드에 더 몰입하고, 투자하고, 희생하는 경향을 보이게 한다. 이는 제품 또는 브랜드에 대한 충성도를 유지하고 발전시키는 핵심적인 요소로 언급되고 있다(Fournier, 1998). 브랜드에 대한 자아일치성은 소비자의 구매결정에 있어 영향을 미치며, 소비자가 자아 개념과 일치하는 제품에 대해 호의적인 태도를 형성하도록 한다(Graeff, 1996). 이처럼 브랜드와 소비자의관계에서 애착과 자아일치성이 중요한 요인이듯이 휴먼브랜드와 소비자의 관계에서도 중요한 요인이라 판단된다. |
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