The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Effect of Self-congruity with Hallyu Human Brand on Attachment and Brand Equity

한류 휴먼브랜드에 대한 자아일치성이 애착과 브랜드자산에 미치는 영향

  • Eunhye Kim (Dept. of Fashion Design, Pukyong National Univ)
  • 김은혜 (부경학교 패션디자인학과)
  • Received : 2023.04.26
  • Accepted : 2023.05.12
  • Published : 2023.05.31
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Abstract

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

본 연구는 한류의 세계적인 확산으로 한류 휴먼브랜드의 영향력이 높아지고 있는 반면, 이를 중심으로 한 학술적인 논의가 많지 않다는 점에서 한류 휴먼브랜드가 소비자 행동에 미치는 영향성을 자아일치성, 휴먼브랜드 애착과 브랜드 자산 요인으로 검증하였다. 한류 소비가 많은 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 403명의 데이터를 분석에 사용하였다. 연구 결과, 한류 휴먼브랜드와의 이상적 자아일치성과 실제적 자아일치성은 한류 휴먼브랜드 애착에 유의한 영향을 미치는 것으로 나타났으나, 사회적 자아일치성은 유의하지 않은 것으로 나타났다. 또한 한류 휴먼브랜드에 대한 애착은 브랜드 인지, 지각된 품질, 브랜드 이미지와 브랜드 충성도에 긍정적인 영향을 미치는 것으로 나타났다.

Keywords

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