학술논문
브랜드 유사성이 소비자의 브랜드에 대한 반응에 미치는 효과: 설득지식과 지위추구 소비동기의 조절역할을 중심으로
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
This research attempted to investigate the effect of brand similarity in physical appearance (i.e., imitating the brand logo of a leading brand by a follower brand) on consumer responses to a brand. In specificity, consumers' persuasion knowledge and status seeking consumption motive were introduced as two primary moderating variables that differentiate the effectiveness of brand similarity. For this purpose, an on-line experiment was conducted among 200 male adults of 23-27 years of age and each of them was randomly assigned into one of eight conditions; brand similarity (similar brand logo, dissimilar brand logo), persuasion knowledge (priming vs. not priming), and status seeking consumption motive (priming vs. not priming). The brand similarity was manipulated by creating two running shoe brand logos of which one looks similar to a leading running shoe brand logo and the other one has no similarity to any of the leading running shoe brand logos. The key findings are as following. First, the similarity of brand logo (as opposed to dissimilar brand logo) had a marginally positive impact on purchase intention among individuals with no priming of persuasion knowledge. Secondly, a three-way interaction effect on purchase intention was observed among persuasion knowledge, status seeking consumption motive and brand similarity. More specifically, among individuals with high status seeking consumption motive, brand similarity had a positive impact on purchase intention when persuasion knowledge was activated, whereas it had a negative impact on purchase intention when persuasion knowledge was deactivated. However, among individuals with low status seeking consumption motive, brand similarity had a increasingly negative impact on purchase intention to the extent that persuasion knowledge was activate. Overall this study clearly demonstrated that brand similarity exerts differential impact on consumer response to a brand depending on the activation of persuasion knowledge as well as status seeking consumption motive, although the results appear more complicated than initially expected by hypotheses.