한국엔터테인먼트산업학회논문지 (Journal of Korea Entertainment Industry Association)

  • 제14권2호
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  • Pages.15-26
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  • 2020
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  • 1976-6211(pISSN)
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  • 2384-017X(eISSN)
한국엔터테인먼트산업학회 (The Korea Entertainment Industry Association)
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캐릭터의 특성이 지각된 품질과 브랜드 태도에 미치는 영향

A Study on The Effects of Spokes-Character Characteristics on Perceived Quality and Brand Attitude

  • 선민재 (경희대학교 일반대학원 경영학과) ;
  • 김준석 (경희대학교 경영학과)
  • Sun, Min-Jae (Department of Business Administration, Kyung Hee University) ;
  • Kim, Joon-Seok (Department of Business Administration, Kyung Hee University)
  • 투고 : 2019.12.23
  • 심사 : 2020.02.25
  • 발행 : 2020.02.28
⟨ 이전 논문 다음 논문 ⟩

초록

많은 기업들이 브랜드 이미지와 브랜드 가치를 높이기 위한 전략으로 캐릭터의 활용을 늘리고 있다. 그러나 산업계에서의 캐릭터 사용은 활발한 데 비해 학계에서의 캐릭터 연구는 미흡한 실정이다. 본 연구는 캐릭터의 특성들이 소비자의 브랜드 태도에 어떻게 영향을 미치는지 규명하여 기업들이 캐릭터를 직접 디자인하거나 라이선싱 할 때 캐릭터 브랜딩 전략에 대한 유의한 방향을 제시해주는 것이 목적이다. 이에 본 연구에서는 한국 소비자와 중국 소비자를 대상으로 캐릭터의 특성(신뢰성, 역동성, 친숙성, 매력성, 유사성, 전문성, 향수성, 자아일치성, 동질성)이 지각된 품질과 브랜드 태도에 어떤 영향을 주는지 알아보았으며 회귀분석, PROCESS 매개분석을 통해 검증하였다. 소비자의 태도 검증을 위한 매개변수는 지각된 품질을 측정하였고, 종속변수는 브랜드 태도를 측정하였다. 본 연구에서 측정된 캐릭터는 카카오 프렌즈의 '라이언', 라인프렌즈의 '브라운', 텐센트의 'QQ팽귄', 디즈니의 '미키 마우스', 산리오의 '헬로키티', 롯데월드의 '로티'이다. 연구결과 캐릭터의 9가지 특성들은 브랜드 태도에 영향을 미치는 것으로 나타났다. 브랜드 태도에 가장 큰 영향을 주는 캐릭터의 특성은 신뢰성이었으며 가장 적은 영향을 주는 것은 향수성이었다. 지각된 품질은 캐릭터의 특성이 브랜드 태도에 영향을 미칠 때 매개효과를 주는 것으로 나타났으며 캐릭터의 특성이 친숙성일 때 지각된 품질의 매개효과가 가장 높게 나타났다. 이러한 결과는 캐릭터를 직접 디자인하거나 라이선싱하려는 기업들이 캐릭터의 신뢰성과 친숙성을 중요한 요소로 활용해 브랜딩 전략을 수립해야 한다는 것을 알려준다.

Many companies are increasing the use of characters to enhance brand image and brand value. The use of characters in the certain industry is active, however, the research on characters in academia is insufficient. The purpose of this study is to investigate how characteristics of characters affect on consumer's brand attitude and to suggest the guideline companies to concern on brand characters, in especial on designing or licensing them. The results showed that all characteristics of character positively influenced on brand attitude. Among nine characteristics of the character, trust was the most impact and nostalgia was the least impact on brand attitude, respectively. Perceived quality was mediated on in relations between the brand character and brand attitude. In indirect effect, familiarity was the most impact on brand attitude. In sum, we suggested that trust and familiarity of the character are the most weighted characteristics on brand character design strategy.

키워드

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