• 산업진흥연구
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• 제8권4호
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• pp.1-15
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• 2023

본 연구는 MZ세대를 대상으로 브랜드의 맞춤형 광고의 광고 짜증, 개인정보 우려, 개인화 마케팅, 사회적 영향 등이 광고 회피와 브랜드 충성도에 미치는 영향 관계를 확인하고자 2023년 5월 10일부터 30일까지 20일간 전국의 MZ세대를 대상으로 한 400명에 대한 유효설문을 SPSS 28.0과 Smart PLS 4.0 프로그램을 활용하여 다음과 같은 결과를 검증하 였다. 첫째, 광고 짜증은 광고 회피에 정(+)의 영향을 미쳤으나 브랜드 충성도에는 영향을 미치지 않았으며 개인화 마케팅은 광고 회피에 정(+)의 영향을 미쳤으나 브랜드 충성도에는 영향을 미치지 않았다. 둘째, 개인정보에 대한 우려는 광고 회피와 브랜드 충성도에 정(+)의 영향을 미쳤다. 셋째, 사회적 영향은 광고 회피와 브랜드 충성도에 정(+)의 영향을 미쳤다. 넷째, 광고 회피는 광고 짜증과 브랜드 회피에 유의미한 매개 역할을 하였으며, 개인화 마케팅과 사회적 영향에는 유의미한 매개 역할을 하지 않았음을 확인하였다. 본 연구는 이러한 결과를 바탕으로 광고 회피와 브랜드 충성도에 관한 연구와 브랜드의 마케팅 활동에 필요한 전략 수립에 기초 자료로 활용할 수 있도록 하는 데 의미가 있다.

• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.579-589
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• 2021

In the era of tough competition, the customer's emotional attachment to brand plays a vital role to the successes and failures of enterprises. Specifically in the case of doing business online, brands have to cope with the troubles of rising from brand hate as brand avoidance, negative word of mouth and brand retaliation. Traditionally, the brand communication is very hard to control and with online communities, the problems tend to be even more severe. This paper aims to explore and discuss the core concept, the driven factors and the actionable consequences of brand hate among netizens. A total of 358 valid responses were obtained from surveys taken from the internet users across the nation. Partial Least Square - Structural Equation Modeling (PLS-SEM) was conducted using Smart PLS to assess the hypotheses. The result shows that the expression of brand hate among netizen consists of active hate and passive hate. Deficit value, deceptive advertising, negative past experience and ideology incompatibility have been confirmed as influencing factors on customers' brand hate emotion. Then brand hate itself causes the customer's actionable outcomes such as brand avoidance, brand negative word of mouth and brand retaliation. Along with the theoretical contributions and managerial implications have been recommended for enterprises to avoid netizens' brand hate.

• 국제지역연구
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• 제16권3호
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• pp.181-207
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• 2012

본 연구는 Hofstede의 문화적 특성변수를 중국지역별 소비자 행동에 적용하여 베이징, 상하이, 광저우의 소비자집단(각 500명)을 대상으로 실증 분석하였다. 특히 본 연구는 중국 주요지역의 소비자의 문화적 특성 중 개인/집단주의, 불확실성 회피 성향에 따른 브랜드 태도가 어떻게 나타나는지를 연구하였다. 실증분석 결과, 개인/집단주의, 불확실 회피성 성향은 중국소비자의 브랜드 태도에 영향을 미치며 지역별로 서로 다른 차이점을 보였다. 그리고 지역별로 북경소비자들이 상하이, 광저우소비자들보다 집단주의적이고 불확실 회피 정도가 높은 것으로 나타났다. 특히 지역별로 불확실성 회피 성향이 높고, 집단주의가 높은 지역일수록 불확실성 회피가 낮고 개인주의 성향이 있는 지역보다 브랜드 파워가 있는 외국 브랜드를 더 높게 평가하는 것으로 나타났다. 또한 브랜드 파워가 낮은 국내 브랜드 대해서는 개인주의 성향이 높고 불확실 회피성이 낮은 집단이 상대적으로 그렇지 않은 집단에 비해 더 호의적인 태도를 보였다. 이러한 결과를 토대로 본 연구는 차후 중국내수시장에 진출할 때 지역별로 서로 다른 문화특성을 고려한 시장세분화 전략과 브랜드마케팅 전략에 필요한 시사점을 제시하며 향후 연구방향을 제시하였다.

• 유통과학연구
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• 제21권6호
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• pp.51-68
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• 2023

Purpose: This study aims to explore the impact of green products' claim skepticism on green purchase intention and further investigates the moderating role of environmental concern in the relationship. This study, by drawing the persuasion knowledge model expected that ambiguity avoidance penalizes less familiar brands than familiar brands. Further, the present study building on Hofstede's cultural dimension, specifically, uncertainty avoidance, undertook a scenario to understand any difference that exist between uncertainty avoidance cultural groups. This study also investigates gender differences in green claim skepticism and proclivity to purchase green products. Research design, data, and methodology: For analyzing the relationship relevant hypotheses were designed, and R-programming software was used. To test the hypotheses two independent sample t-test and regression analysis were carried out. Results: The results suggest that consumers' skepticism toward green claims influenced the intention to purchase eco-friendly products. The study finding also confirms the effect is moderated by environmental concern. Also, the findings of two scenarios reveal that consumers in high uncertainty avoidance culture exhibited a greater level of skepticism for green print advertising and green packaging claims when the brand in the advertising and packaging was unfamiliar than when it was familiar. Conclusions: To alter the negative effect of skepticism the consumer should believe the environmental claims are valid so that they can contribute to solving sustainability issues.

• 한국의상디자인학회지
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• 제10권1호
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• pp.125-134
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• 2008

Consumers' need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention. Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer's need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53. Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model. In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.

• 무역학회지
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• 제47권5호
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• pp.321-336
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• 2022

The purpose of this study aims to investigate how consumer awareness and purchasing behavior are affected by the type of animosity against the nation. This study classified animosity into three categories: sociocultural, economic, and war-based. Additionally, the consumer's cognition toward animosity was split into two categories-empathic concernt and personal distress-and the direction of consumption behavior was split into two categories-individual brand avoidance behavior and collective bandwagon behavior. The concept of Fear of Missing Out (FoMO) was introduced for the direction of consumption behavior, further validating the moderating impact. Structural equation modeling method was used to measure the general consumption behvior of Korean consumers' animosity. The results were analyzed using a total of 279 samples. As a result, animosity motivated by war and by economics had a substantial impact on empathic concern, while animosity motivated by socioculture had a significant impact on personal distress. Personal distress had a good impact on an individual's brand antipathy behavior, which in turn led to brand dislike and avoidance. Empathic concern also had a positive impact on the phenomena of group sympathy, which leads to identification of conduct and social conformity. Also, it was proven that the group that had a high level of FoMO reacted strongly to the phenomenon of group collective behavior.

• 산경연구논집
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• 제11권6호
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• pp.19-28
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• 2020

Purpose: Current study aimed at exploring the effects of ambient anger versus sadness on motive type and coping strategy type when consumers make decision. It focused on whether the negative affects of the anger and the sadness differentially induce approach versus avoidance motive at the place of making decision, and also explored the coping strategy differences between the consumers under the anger and those under the sadness, that is, which strategy is more used between problem-focused strategy and affect-focused strategy when they are under each negative affect. Research design, data and methodology: The experimental groups were divided into two types of group such as the anger-felt group and the sadness-felt group. The experiment was performed with the between-subjects design based on the anger and the sadness. Questionnaire data were collected from undergraduate students assigned to each of the anger group and the sadness group operated by the scenario method, and the data were used to verify research hypotheses by t-test. Results: - First, the anger induced the approach motive more rather than the avoidance motive in making decision. Second, to cope the negative affects, consumers under the anger used problem-focused strategy more than affect-focused strategy, while those under the sadness used affect-focused strategy more than problem-focused strategy. Therefore, this article contributes to the theory related to motive and making decision taken place to consumers under ambient negative emotions. Conclusions: Focusing on the results of this study, there could be managerial implications to brand or product marketing managers. Checking which affect consumers previously felt between anger and sadness when they are under negative affects is at issue to the brand or product marketers when they appeal their brand or product to the consumers. The marketers should build and communicate the messages about their product or brand in the respect of the points of showing problem solution or the best way to handle things to appeal the consumers under the anger. And they should develop and communicate the messages about their product or brand emphasizing the aspects of letting consumers' sad feelings out somehow or controlling their emotions to the consumers under sadness.

• 스마트미디어저널
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• 제11권8호
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• pp.29-36
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• 2022

디지털 미디어를 활용한 스마트 광고는 지난 수년간 매우 활발한 연구 분야로 자리하고 있으며 끊임없이 새로운 형태의 스마트 광고가 등장하고 있다. 본 논문은 스마트 광고의 한 형태인 래플(Raffle)광고에 대한 이해의 틀을 마련하고자 광고메시지 유형과 브랜드 친숙도의 상호작용 효과에 대해 다루고 있다. 본 연구의 가설을 검증하기 위해 2(래플광고 메시지 표현 유형: 한정된 시간vs. 타인의 응모현황) × 2(브랜드 친숙도 수준: 고 vs. 저) 실험설계를 적용하였다. 연구결과 광고메시지 표현 유형이 래플광고효과에 미치는 영향은 브랜드 친숙도 수준에 따라 달라지는 것으로 나타났다.

• 산경연구논집
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• 제12권6호
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• pp.75-88
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• 2021

Purpose: This research aimed at exploring the functions of consumers' perceiving approach and avoidance roles and their feeling anger and disgust in the effect of the two types of self-discrepancy at social identity such as the ideal self-discrepancy and the ought self-discrepancy on within-self domain versus across-self domain consumption. Research design, data, and methodology - This study divided the self-discrepancy group into the ideal self-discrepancy and the ought self-discrepancy group as experimental groups for empirical study. Self-discrepancy type between-subjects design was used to develop two types of questionnaire according to the type of experimental groups. The platform, 'questionnaire stars' of 'WeChat' in China was used to collect 103 data from the ideal self-discrepancy group and 102 from the ought self-discrepancy group for empirical study. T-test and the structural equation model in Amos 21 were used to verify hypotheses developed through theoretical review. Results - First, ideal self-discrepancy positively affected the role-approaching goal and anger. Second, ought self-discrepancy positively affected the role-avoiding goal and disgust. Third, the role-approaching goal and anger positively influenced on the within- versus across- domain consumption. Fourth, the disgust negatively influenced on the within- versus across- domain consumption, however the role-avoiding goal did not influence on the consumption. Fifth, there was the mediation roles of anger (disgust) in the effects of ideal (ought) self-discrepancy on the consumption. Conclusions - When consumers feel anger at the ideal self- discrepancy induced by in-group, it is necessary for the marketers to promote their product brand used by the in-group. They should develop and advertise the messages priming the ideal self-discrepancy and the anger to increase the intent to purchase or use their product brand when the in-group members have used the brand by relating the brand to their social identity concerned with the ideal self-discrepancy. However, marketers should help consumers feel disgust by developing and advertising the messages expressing the ought self-discrepancy to lead the consumers to the place of purchasing or using their product brand when the members have used the brand based on keeping the consistence between the brand and other social identity not related to the ought self-discrepancy.

• 유통과학연구
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• 제17권1호
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• pp.57-72
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• 2019

Purpose - Current study aimed at investigating customer experience types (gain vs. loss avoidance performance experience and hedonic vs. reliability imagery experience) and their influences on satisfaction and positive emotion as antecedents of customer engagement. It also explored moderation role of regulatory focus in the influence of each experience type on satisfaction and positive emotion. Research design, data, and methodology - 416 Vietnamese local tourists were selected to test hypotheses by structural equation model in AMOS 21.0. Results - First, customers actually achieving gain or avoiding loss are more satisfied. Second, customers with hedonic and reliability imagery experience feel more positive emotion. Third, both positive emotion and satisfaction have positive influences on customer engagement. Last, regulatory focus moderates the positive effects of either gain or loss avoidance performance experience on satisfaction and also moderates the positive effects of either hedonic or reliability imagery experience on positive emotion. Conclusions - Focusing on both cognitive satisfaction and affective emotion resulted from experience, this study could advance customer engagement theory. Managerially, brand managers should induce gain performance and hedonic imagery experience (loss avoidance performance and reliability imagery experience) from promotion (prevention)-focused customers to enhance their engagement.