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

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on the Message Framing Types of Sustainable Marketing Campaigns of Luxury Impacting Perceived Consumer Effectiveness and Brand Trust

럭셔리 패션 브랜드의 지속가능 마케팅에서 메시지 프레이밍 유형이 지각된 소비자 효과성과 브랜드 신뢰에 미치는 영향 연구

  • 김민정 (국민대학교 디자인대학원 럭셔리 패션전공) ;
  • 이은정 (국민대학교 조형대학 의상디자인학과)
  • Received : 2023.10.05
  • Accepted : 2023.11.10
  • Published : 2024.01.31
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Abstract

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

본 연구는 럭셔리 패션 브랜드의 소셜미디어 지속가능 마케팅의 메시지 프레이밍 유형이 소비자의 브랜드 신뢰에 미치는 영향에 있어 지각된 소비자 효과성이라는 개인의 인지적 특성이 갖는 상호작용적 관계를 규명하고자 하였다. 연구 결과, 럭셔리 패션 브랜드의 메시지 프레이밍 유형은 소비자로 하여금 지각된 소비자 효과성을 높였으며, 수용자의 지각된 소비자 효과성은 각각 해당 브랜드에 대한 소비자의 신뢰를 형성하는데 영향을 주는 것이 확인되었다. 단 메시지 프레이밍 유형은 소비자가 지각하는 브랜드 신뢰에는 유의한 영향을 미치지 않았다. 이러한 연구 결과 럭셔리 패션 브랜드의 메시지 프레임이 직접적으로도 소비자의 브랜드 신뢰를 형성하는데 있어 긍정적 효과를 불러일으킨다는 것을 확인할 수 있었다.

Keywords

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