• Title/Summary/Keyword: 브랜드 몰입

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The Effect of the Whole Experience of Online Brand on the Consumer-Brand Relationship, Brand Attachment and Brand Commitment : With the Users of Naver Brand Cafe (온라인 브랜드의 총체적 체험이 소비자-브랜드 관계 및 브랜드 애착, 브랜드 몰입에 미치는 영향 - 네이버 브랜드 카페 사용자들을 중심으로 -)

  • Han, Kwang-Seok
    • Management & Information Systems Review
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    • v.30 no.1
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    • pp.159-185
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    • 2011
  • We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

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The Relationship among Personality Traits, Brand Tribalism, and Brand Commitment: Mediating Effects of Brand Trust and Perceived Switching Cost (성격특질, 브랜드 트라이벌리즘, 브랜드 몰입의 관계: 브랜드 신뢰성과 지각된 전환비용의 매개효과)

  • Choi, Gun;Yang, Byunghwa
    • Journal of the Korea Convergence Society
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    • v.11 no.6
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    • pp.153-161
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    • 2020
  • The present study aimed to investigate the relationships among consumers' personality trait, brand tribalism, and brand commitment through brand trust and perceived switching cost. Data were collected from a convenience sample of three-hundred and ninety-four undergraduate students at a large Korean university. The participants consisted of 54.1% female (N = 213) and 45.9% male (N = 181). The results indicated that extraversion, conscientiousness, and emotional stability traits are directly related to brand tribalism. Also, brand commitment was directly associated with brand tribalism, brand trust, and perceived switching cost. In particular, our results showed the relationship between brand tribalism and brand commitment was mediated by brand trust, but not perceived switching cost. Therefore, our findings suggest that strong emotional connection of brand tribes may increase perceived switching costs and, consequently, affect brand commitment.

A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical Mediated regression analysis of Brand Relations Affect (디지털환경에서 매체몰입이 브랜드 애착과 브랜드충성도에 미치는 영향: 브랜드 관계감정의 계층적 매개효과 분석)

  • Choo, Mi-ae
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.19 no.12
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    • pp.3003-3010
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    • 2015
  • In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

Influence upon Brand Commitment, made by Dual Channel of Brand Attitude and Brand Attachment through On-line Brand Experience (온라인 브랜드 체험을 통한 브랜드 태도와 브랜드 애착의 이중 경로가 브랜드 몰입에 미치는 영향)

  • Kim, Jae-Young
    • Management & Information Systems Review
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    • v.29 no.3
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    • pp.123-146
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    • 2010
  • This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

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The Effect of Hotel Brand Experience on Brand Trust, Brand Attachment and Brand Commitment (호텔브랜드 체험이 브랜드신뢰, 브랜드애착과 브랜드몰입에 미치는 영향)

  • Wu, Shi-Yuan;Lee, Ki-Youk
    • The Journal of the Korea Contents Association
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    • v.16 no.12
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    • pp.410-421
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    • 2016
  • The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

The Effects of Perceived Consumption Value on Brand Identification, Emotional Commitment and Behavioral Commitment (지각된 소비가치가 브랜드 동일시, 감정몰입 및 행동몰입에 미치는 영향)

  • Yoon, Sung-Wook;Seo, Mi-Ok;Yoon, Dong-Il
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.16 no.9
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    • pp.5989-5997
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    • 2015
  • The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.

The Effects of Components of Interactivity on Brand Equity in on-line Brand Community (온라인 브랜드커뮤니티에서의 상호작용성 구성요인이 브랜드 자산에 미치는 영향)

  • Park, Byung-Kwon
    • Journal of Korea Society of Industrial Information Systems
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    • v.13 no.4
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    • pp.155-172
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    • 2008
  • This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

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The Influence of Perceived Price and VMD Fitness of SPA Brand on Multi-dimensional Commitment (SPA 브랜드의 지각된 가격과 VMD 적합성이 다차원적 몰입에 미치는 영향)

  • Shin, Mi-Hyang
    • Journal of Digital Convergence
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    • v.10 no.3
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    • pp.39-49
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    • 2012
  • The purpose of this study is to analyzed that the perceived price and VMD fitness of the SPA(speciality store retailer of Private label Apparel) brand characteristics impacts on multidimensional commitment consist of affective commitment, calculative commitment and behavioral commitment. Using SPSS 18.0 and AMOS 18.0 by structural equation modeling analysis, we found that perceived price have effects on affective commitment, behavioral commitment and calculative commitment significantly, and VMD fitness have effects affective commitment significant only. Affective commitment and calculative commitment on behavioral commitment was affected significantly. Through this study we found that perceived price and VMD fitness SPA brand maintaining relationships between the consumer and the seller are an important factors.

The Effect of Brand Experience on Use Intention of Continuous Brand App (브랜드 체험이 지속적인 브랜드 앱 사용의도에 미치는 영향)

  • Lee, Seong Ho;Jung, Kyung Sik
    • The Journal of the Korea Contents Association
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    • v.15 no.5
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    • pp.455-463
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    • 2015
  • As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

A Study on The Influence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment (페이스북 브랜드 팬 페이지 사용자들의 융합된 편익이 브랜드 애착과 브랜드 몰입에 미치는 영향 연구)

  • Tag, Dong-Il
    • Journal of the Korea Convergence Society
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    • v.6 no.5
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    • pp.199-206
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    • 2015
  • This study is the convenience Facebook brand fan page users who seek functional, emotional, divided into three levels of symbolic benefits to the brand benefit was to examine whether structurally affect to brand attachment and brand commitment. Results and emotional benefits are found to affect the brand attachment relative to the functional convenience. In addition, the symbolic benefits were to affect brand attachment compared with the functional convenience. But the emotional benefits and symbolic benefits was shown to affect different brand without attachment, brand attachment points have been identified that affect the antecedents of brand engagement.