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Causal Relationship between Human Brand Personality and Consumer-Brand Relationship: Focused on Mediating Variables of Self-Relevance and Self-Identification
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휴먼브랜드 개성과 소비자-브랜드 관계 만족간의 인과관계: 자아연관성 및 자아동일시의 매개변수를 중심으로

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Type
Academic journal
Author
Journal
한국소비문화학회 소비문화연구 소비문화연구 제23권 제1호 KCI Accredited Journals
Published
2020.1
Pages
93 - 112 (20page)

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Causal Relationship between Human Brand Personality and Consumer-Brand Relationship: Focused on Mediating Variables of Self-Relevance and Self-Identification
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Abstract· Keywords

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In recent days, the value of human branding as a means of achieving marketing communication goals is gaining wide recognition. As such, this study seeks to empirically test the mechanism in which the link between human brand and consumers’ relationship building is established. Specifically, the study aims to test whether human brand personality affects consumers’ satisfaction with consumer-brand relationship through the mediating mechanism involving self relevance and self-identification. Prior to validating the research model, testing of human brand personality dimensionality revealed three dimensions of dynamics, attractiveness, and leadership, which is further broken down into proactive, young, passionate, amicable, and interested (for dynamics), happy, soft, attractive, and honest (for attractiveness), and courageous, masculine, and leadership (for leadership). Next, as a result of model validation, human brand personality was found to positively affect personal as well as social self-relevance. Further, personal self-relevance significantly influenced self-identification, but social self-relevance did not. And self-identification significantly influenced consumer-brand relationship satisfaction. This study’s results are expected to provide theoretical foundation and useful background materials for follow-up research on human brand personality. In addition, the study demonstrates the importance of human brands as important corporate asset and thus gives way to practical guideline to establish relevant branding strategy designed to enhance brand value.
#Human Brand #Human Brand Personality #Self-Connection #Self Identification #Human Brand-Relationship Satisfaction

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References (58)

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김경희 / 2014 / 인터넷 쇼핑몰의 브랜드 개성이 소비자 만족도와 재방문의도에 미치는 영향 / 한국전자통신학회 논문지 9(1):1~9 dbpia 김유경 / 2000 / 브랜드 개성의 유형과 영향요인에 관한 연구 : 제품특성과 소비자요인을 중심으로 / 광고학연구 1(49):29~53 dbpia 김정구 / 2000 / 브랜드 개성의 FCB 모델에 따른역할에 관한 연구 / 광고학연구 11(4):65~85 google schola 김정구 / 2010 / 휴먼 브랜드에 대한 강한 애착의 선행 요인과 삶의 만족에 미치는 영향 / 소비자학연구 21(4):241~275 dbpia 박성연 / 2003 / 소비자-브랜드 관계가 소비자 만족과 상표 충성도에 미치는 영향에 관한 연구 / Ewha Management Review 21(1):23~45 dbpia

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